PROBLEM
Most Australian supercar enthusiasts have never driven one. So while they understand that the all-new Audi R8 has a top speed of 330km/h, they can’t imagine it. They can’t feel it. Our challenge was to bring this speed to life.

SOLUTION
The Audi R8 is so incredibly fast that if you blink, you’ll miss it. Literally. The average blink duration is 334 milliseconds, in which time the R8 travels 31 metres.

We turned blinks into a ‘personal unit of velocity’, covertly tracking the viewer’s blinking while they watched the R8 race across a 1000m straight. With every blink, they missed more and more of the race: 194m on average.

After the big reveal we replayed the viewer's missed metres in slow-motion, giving them enough time to appreciate every detail of the sublime R8.

CREDIT
@ Holler Australia
CD: Cyril Louis
CW: Jonathon Shannon
AD: Long Truong