Audi chooses Sony's Venice to film the spot for its first fully electric car

The spot was produced by German production company Kropac using Sony's popular full-frame camera and took place in a quiet, natural environment to highlight the quiet engine.

Audi has chosen the CineAlta full-frame system camera from Sony, Venice, to record the announcement of its first fully electric car model, the new e-tron. The production of the advertisement was carried out by the German production company Kropac Media and took place in a quiet and natural environment to highlight the quiet engine.

The Sony Venice system comes equipped with a full frame image sensor, capable of capturing impressive images in almost any format and offering great depth of field, as seen in the calm electric driving experience reproduced on screen, one of the main reasons why Audi and Kropac Media relied on the Venice camera system for this recording.

Philip Hollerbach, Executive Film Producer for Audi's communications team, says, “Our filming sought to reflect the emotions and eco-friendly lifestyle of driving the Audi e-tron, and Sony's Venice camera system was perfect for this.”

Berti Kropac, CEO of Kropac Media, adds that “the large sensor creates a soft and discreet image that exudes calm and shows the e-tron as a product designed for the future.”

The 24 x 36 mm dimensions of the Sony Venice system, which offers a maximum resolution of up to 6 kilos for sophisticated visual effects, combined with its 8-stop mechanical ND filter mechanism with servo control integrated into the camera chassis, were especially useful for the outdoor recording of the Audi advertisement. By offering the production company the ability to instantly change all filter stops in increments of 0.3 to 2.4, camera operators were able to quickly react to changes in lighting and minimize downtime.

Kropac Media often produces dynamic driving recordings of new Audi models for use at industry fairs or international presentation events. "In just two seconds, the Venice system allows you to change the ND filter with the push of a button. This is not yet possible with any other camera system," the production company comments.

Sebastian Leske, Head of Film Product Marketing at Sony, explains that when it comes to accessories, Sony wants to offer its customers the best possible solutions for film production. He maintains that "with Venice, filmmakers can bring their creative ideas to the screen while keeping time and costs to a minimum. Audi's impressive ad shows that this is not a contradiction and that Sony can help automakers convey emotion in every frame of their ads."

The world premiere of the brand's first fully electric model, the Audi e-tron, took place on September 17 in San Francisco. The sporty-style electric SUV combines the space and comfort typical of a luxury vehicle with a range suitable for daily use.