The thrill of acceleration. The comfort and serenity of the driver’s seat. The subtle yet exhilarating pleasure of design. For car-lovers and aesthetes alike, the joy of driving is a visceral — and emotional — experience. And thanks to the innovative Art of Audi partnership between the luxury carmaker and Canadian model Coco Rocha, it’s one that’s translated into immersive art. Harnessing the power of AI, Rocha’s biometric reactions to the new Audi Sportback Q8 e-tron were transformed into poignant and colourful digital motifs — and captured in a striking video portrait. 

“We wanted to work with a likeminded partner who understood and embraced the progressive impact of technology and understood deeply the importance of human expression and emotion in storytelling,” says Vito Paladino, President of Audi Canada. “We are so fortunate to have been able to take this journey with Canadian Supermodel Coco Rocha.” The collaboration was celebrated in a recent event at Toronto’s Royal Ontario Museum, where the AI art was presented through a stunning series of pointillist prints, where the changing light, colours, textures and sizes all correspond to the intensity and emotion of Coco’s journey — which is also presented in a short film.

Coco Rocha approaching the Audi Q8 etron

Donning a set of biometric receptors, Rocha approaches the car. “This is my first experience with the Q8 Sportback e-tron, and my natural reactions are being captured in real time to truly express the feeling of its stunning design,” says Rocha. As she takes in the “understated elegance” of the contours and finishes, the sensors light up. Stepping into the driver’s seat and gripping the wheel, the colours spark again. Then, she steps on the pedal, feels the “exhilarating performance,” and the screen explodes in a vivid burst of hues.

Rocha behind the wheel

It makes for a test drive like no other. With every feeling and emotional response interpreted by a custom-designed AI engine, Art of Audi breaks down the experiential barrier. For Rocha, the partnership is a testament to continued technological innovation. Considered the world’s first “digital supermodel,” Rocha has been instrumental in expanding global fashion into a more democratic, inclusive industry — leveraging social media and emerging digital technologies. “I believe that embracing technology allows us to redefine the possibilities of progress and enhance human the experience in unimagined ways,” says Rocha.  

As a champion for industry transparency and a prominent advocate for younger models, Rocha also embraces the honesty of Audi’s new campaign. “Instead of my face, it’s my feelings being portrayed,” Rocha told Jeanne Beker at a recent Art of Audi event in Toronto, “this is as truthful as it can get. It’s honest art right in front of us.” For Audi, meanwhile, the cutting-edge AI art reflects the brand’s commitment to embracing new sustainable technology — and performance-driven luxury.      

A colourful burst of art representing the emotional response of Coco Rocha to the Audi Q8 e-tron

The striking Q8 Sportback e-tron is a case in point. The all-electric showpiece combines 402 horsepower (and 0-100 kilometres-per-hour acceleration in 5.7 seconds) with a refined and spacious interior, as well as an exceptionally engaging driving experience, made possible by Audi’s signature e-quattro control. More than an all-wheel drive system, quattro offers extraordinary traction, efficiency and driving dynamics, making for an experience like no other.

A colourful burst of art representing the emotional response of Coco Rocha to the Audi Q8 e-tron

“The Q8 e-tron was designed for both aerodynamics and elegance,” says Felix Enciso, Head of Product Strategy at Audi Canada. “Projection lights that connect the LED headlights and the signature Audi rings, emphasizing a sense of unity. The rear is equally expressive with a cohesive taillight design giving this SUV a wider look and commanding presence. And the sleek aerodynamic design contributes to its exceptional performance.”

A full view of the car from the front

Alongside an aerodynamic exterior — accented by an inverted singleframe grille — that showcases Audi’s iconic rings in an elegantly simplified two-dimensional design, the comfortable cabin boasts both a 12.3” HD display and an optional Bang & Olufsen 3D sound system. It’s a design that seamlessly marries luxury and sustainability.   

Rear view of Audi Q8 e-tron, close up of taillight

For all that, nothing compares to the Q8 Sportback e-tron’s signature Audi performance. “I wanted to experience this acceleration immediately,” says Rocha, describing the powerful — and delightfully responsive electric engine. “It’s like boom, here we go.” As Coco Rocha puts it, “it’s progress you can feel.”

The 2024 Audi Q8 Sportback e-tron is also available in the SQ8 e-tron, Q8 Sportback e-tron, and SQ8 Sportback e-tron model variants. This content was published by Azure on behalf of Audi       

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