New Audi Car Configurators Debut

RTT has created content for the new Audi of America and Audi AG online car configurators. The configurators have been launched in the U.S. and Germany.

Over the course of 10 months, RTT worked with the advertising agencies AKQA and Razorfish to produce more than 1,000 layers per model, all rendered in RTT DeltaGen, providing high-end visuals for the entire U.S. and German ranges and their corresponding specifications. According to the company, RTT drew on the expertise of an experienced car photographer, whose insights helped achieve more realistic images with dynamic camera angles, true-to-life lighting effects, and a high amount of detail, particularly visible in the headlights and even the brakes, which can be changed in the configuration process. All content is developed in 4K resolution, making it suitable for several use cases and ready for every device.

“We knew that the images would take center stage within the minimalistic screen layout, so we had to get them right. Building on a catalogue of POS models we had previously developed for the innovative Audi City showrooms, we wanted to create images that communicate the bold and sophisticated nature of the Audi range,” said Susann Brock, head of project management, Content Production at RTT.

“As a long-standing supplier of content for Audi (including work on Audi City) we knew RTT would be the right partner to translate that ethos of innovation to our Web configuration tool,” said Oliver Kihn, Audi AG project manager. “If you look at the end result, you are instantly impressed by the visual quality and the attention to detail. It is as if you were almost standing on a showroom floor, with the cars positioned directly in front of your own eyes.”

For more information, visit RTT.

Sources: Press materials received from the company and additional information gleaned from the company’s website.