Audi and Zulu show Canadians what a real projection of greatness looks like

Ads, Creativity

With an impressive mix of performance, style and innovation, the all-new Audi Q7 is a great expression of the brand mantra, Vorsprung durch Technik (Advancement through Technology). And anyone who gets behind the wheel will easily understand how that greatness projects onto the road.

To prove it, Audi Canada has released a 90-second film entitled “Projection of Greatness” featuring a 3-D projected Audi Q7 on a magical ascent up a mountain – captured entirely in camera with no special effects added.

Created by Zulu Alpha Kilo, in collaboration with production partners Cinema and Go2 Productions, the film was shot on location at Fortress Mountain, Alberta, 7,500 ft. above sea level. To generate the unique animation sequences, projection-mapping software and high-powered projectors were used to beam 2D visuals directly onto the mountain scape where, as a result of precise camera work and framing, they appear 3D. To avoid ruining the effects, the latest in low-light digital camera technology was also employed.

“At Audi, our designers and engineers never shy away from a challenge,” says Christian Schueller – Director of Marketing and Digital Innovation, Audi Canada. “This new Audi Q7 is the result of those efforts. To demonstrate its capabilities in such a striking and technical manner is quite amazing.”

“When I saw the rough cut, I had trouble believing my own eyes,” says Zak Mroueh, Chief Creative Officer at Zulu Alpha Kilo. “Consumers who see it may not believe it either. But the sequences were absolutely captured 100 percent in camera with no CGI involved. The result is stunning.”

“It was incredible how good the Audi Q7 and the projections looked on the side of the mountain under the stars and moonlight,” adds Dave Mossop, the award-winning director from Sherpas Cinema. “It was a surreal experience.”

The campaign also includes a revealing behind-the-scenes video, along with 15 and 5-second cut downs optimized for social media platforms and digital OOH.  Media was handled by MediaCom and French was handled by Tank.




Zulu Alpha Kilo is a Toronto-based agency with a staff of 90 full-time “Zuligans.” The company enjoys a maverick position in the industry by daring to do things differently—and ultimately, to the benefit of its clients. Most recently Zulu won Ad Age’s Small Agency of the Year top honors.


  • Agency: Zulu Alpha Kilo
  • Chief Creative Officer: Zak Mroueh
  • Executive Creative Director: Allen Oke
  • Creative Director/Copywriter: Jon Webber
  • Senior Art Director: Allan Mah
  • Agency Producer: Tara Handley, Christine Pacheco, Clair Galea, Ola Stodulska
  • Account Director: David Tremblay
  • Account Supervisor: Lance Kowlessar
  • Strategic Planning: Emma Brooks, Jamie Cuthbertson
  • Media Agency: MediaCom
  • French Agency: Tank
  • Production House: Sherpas Cinema
  • Director: Dave Mossop
  • Executive Producer: Malcolm Sangster
  • D.O.P: Byron Kopman
  • Video Post Facility / Editing Company: Sherpas Cinema, zulubot
  • Editor: Dave Mossop, Jay Baker
  • Colorist/Transfer: Color Matters, Eric Rosen
  • Composer: Jacob Yoffee
  • Audio Engineer: Jacob Yoffee
  • Projection Mapping: Go2 Productions
  • Executive Creative Director: Adrian Scott
  • Creative Director: Craig McEwen
  • Art Direction/3D Animation: Joe Surachet
  • Compositor/Visual Effects: Nash Sittisarebute
  • Production Manager: Marie Laderoute
  • Technical Producer: Scott Justis
  • Production Manager: Liz Toscano
  • Qlab Programmer: Dan Mulcahy
  • Lead Projectionist: Carr Salvo