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Pure Imagination

Gmunk has created a new film for Audi, ‘Pure Imagination', as part of BBH’s campaign to launch the new A5. The film represents a visualisation of an artificial intelligence (AI) dream, and its incredible potential for producing the perfect car. The film is a thrilling, aesthetically stunning journey through a world where AI turns dreams into reality. 

Known for his signature style of a hybrid of sci-fi themes and psychedelic visual palettes, Gmunk’s innate ability to combine the power of design and technology is strongly present throughout ‘Artificial Intelligence’. The film includes aspects of live action shot on location in Croatia and Slovenia to ground the narrative in humanity, but is mostly composed of CGI, with a particular emphasis on light, soft focus and anamorphic techniques to bring data to life. A variety of lensing techniques are used to create the cinematic mood, sense of movement and pace in the film.




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