Velázquez’s “Las Meninas” masterpiece has been the subject of extensive study in Western art, mostly due to the mystery surrounding its complex composition. The painting depicts characters of the Spanish court, some interacting with the other figures while others gazing directly at the viewers. Scholars, artists, and historians have analyzed the painting throughout the years. Now, it is Audi’s turn to examine the famous painting — this time with a tech twist.
Designed by Ogilvy Barcelona, the automaker’s “LiDART” campaign blends technology with creativity, reinterpreting the painting through the eyes of an Audi car. Equipped with LiDAR technology — which stands for Light Detection and Ranging — the vehicle’s lenses were used as a creative tool which, in the hands of digital artist Javier Pardina, helped generate a 3D representation of the famous painting.
“For this project, we have taken LiDAR technology a step further and turned it into a creation tool. Because we can use it to see and shape our environment. And when you have a new vision, you have something new to show the world,” explained Javier Pardina.
Much like the painting, which invites the observers to question their viewpoint, the brand’s resulting work challenges viewers’ perception of innovation and design. Typically integrated into the automaker’s safety system, the LiDAR technology is used to detect distance and depth to generate 3D maps of the surroundings.
In this context, the LiDAR system was the tool that helped collect more than 2 million data points to generate a 3D representation of the painting. To achieve the impressive result, Audi recreated the scene from the original painting in real life. Everything from casting, styling, costume design, lighting, and set design were carefully chosen to faithfully reflect the time in which the author created his iconic work.
180 limited-edition works were produced, which Audi will deliver to members of its creativity and innovation platform. In addition to these, the campaign is also supported by a dedicated website, which users can visit to navigate through the project and discover more information, extra materials, and even a behind-the-scenes video.
“Representing this work from our vision has been a challenge. To do so, we have replicated it in a real setting for the first time, taking into account its figures and depths. And, by applying LiDAR, we have obtained a unique result, which combines the creativity and talent of one of the best painters in history, with the vision and technology of one of the most cutting-edge brands in the world,” as per Audi.
CREDITS
Brand: Audi
CRM & BI Senior Manager Audi: Gemma Sort
Audi Innovative Thinking – Project Manager: Sílvia Carrascosa
Audi Loyalty Manager: Emma Castells
CRM Audi: Alba Lara, Albert Montané
Agency: Ogilvy Barcelona
Collaborating Agency: Hogarth
Chief Creative Officer: Roberto Fara
Executive Creative Director: Noelia Fernández
Creative Director: Fran Arguijo
Art Directors: Nico Farina, Daniel Halifa
Copywriters: Willy Gutiérrez, Andrea Sánchez
Account Director: Isa Cisneros
Account Supervisor: Andrea Palacios
Account Executive: Sara Farrés
Tech Lead: Ismael Luque
Web Developer: JL Pérez
Communication: Christian Martínez, Annais Soriano
Production: Monika Díaz, Jordi Roca
Global Chief Creative Officer: Liz Taylor
