Audi Shows Off the Future in

German automaker shows off sci-fi side with virtual car

After building a futuristic car that Will Smith drove in “I, Robot,” Audi has gone the virtual route for its vehicle in Summit Entertainment’s “Ender’s Game.”

The German automaker enlisted its Audi Design Team to create the Audi-branded “fleet shuttle quattro” in the film with computer-generated graphics. It’s the first time the carmaker has created a virtual car for a film.

See the car at the 24-second mark of the “Ender’s Game” trailer:

“Designing the Audi fleet shuttle quattro was similar to customizing a tailor-made suit,” said Frank Rimili, chief designer for the film project. “We adapted it to the requirements of the world in ‘Ender’s Game’ and at the same time had to take care to preserve our brand values. We were ultimately able to perfectly project our
design philosophy into the fictional world of the movie.”

SEE ALSO: How Audi Upstaged Mazda’s ‘Star Trek’ Campaign

Audi collaborated with “Ender’s Game” director Gavin Hood and the production team to seamlessly integrate its virtual car in the film’s futuristic environments, also mostly digital.

(Above: Audi designer Frank Rimili and his team discussing details of the Audi fleet shuttle quattro.)

Audi also went futuristic for its concept car in “I, Robot” (see below).

“The Audi brand is already very forward thinking which made their inclusion in our film an organic fit,” according to “Ender’s Game” producer Linda McDonough. Film is based on

Audi has long turned to tentpole movies as a way to showcase its vehicles, but also as a platform to promote its overall brand and focus on technology. It has appeared in all of the “Iron Man” movies, as well as “The Wolverine” this summer. Summit had approached other automakers, including Porsche, to appear in “Ender’s Game,” but Audi won out in the end.

“The Audi in (‘Ender’s Game’) represents progress and it appears in key scenes that have a lasting impact on the life of the protagonist,” said Florian Zitzlsperger, responsible for brand partnerships at AUDI AG. “As a result, our Audi becomes part of this fictional world.”

The film will bow in German theaters on Oct. 24, before its release in the U.S. on Nov. 1

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