Oh Deer!

Simple billboards, really.

In keeping with the claim „Vorsprung durch Technik“, Audi has developed the Audi pre sense plus hazard early warning system. In order to explain the system to the target group in a clear way, we installed billboards at airports whose headline seemed to change visually – depending on the distance to the billboards.

A fascinating effect for which we used a physical phenomenon called accumulation to actively manipulate the eye’s focus.