Audi - "Las Meninas"

For this project, Audi, together with Ogilvy, assembled an eclectic team of experts in different disciplines such as LiDAR engineering, art history, set design, and digital art.

Velázquez's "Las Meninas" is not only one of the most iconic works in the history of Spanish art. It has also been a piece subject to countless analyses, theories, and interpretations. And just when it seemed that everything had already been done, Audi has arrived to add another twist. Because, for the first time, and in collaboration with Ogilvy in Barcelona, they have interpreted a pictorial work from the perspective of a car. And they have done so by uniting two key elements of their innovation community: creativity and technology.

Technology and Art, Hand in Hand

LiDAR is the acronym for Light Detection and Ranging, a technology integrated into Audi's safety systems that detects distance and depth to generate precise 3D maps of the environment and improve the driving experience and safety of its passengers.

However, some artists are beginning to take this technology further, using it as a creative tool. And so has Audi, which, with the help of digital artist Javier Pardina, has created a 3D representation generated from more than 2 million points of information.

From Oil on Canvas... to the Stage!

But to calculate the distances and depths of a painting, it was necessary to recreate the content of the painting in a real-life setting. This started with prior research, complemented by a casting process, styling, costumes, lighting, and set design faithful to the era in which Velázquez painted his masterpiece.

The project has materialized in a limited edition of 180 units that Audi is delivering to members of its creativity and innovation platform. In addition, the experience has been complemented by a website hosting all the information, extra material, and a making-of of the project.

An unprecedented work in which technology and creativity demonstrate that there is always a new way of seeing things: even the most iconic works in art history.

View the campaign film here.