DAVID DAUB c/o WILDFOX RUNNING photographed the black-and-white visuals for the new AUDI campaign “Strive for Clarity”, featuring Harris Dickinson and the Audi Concept C. The reduced, focused imagery underscores the core message of the campaign: clarity as an attitude, an aesthetic principle, and a vision for the brand.
British actor and director Harris Dickinson embodies the belief that imagination and risk-taking lead to growth – making him the central figure of the “Strive for Clarity” campaign.
Audi’s collaboration with Harris Dickinson was a deliberate decision to bring the “strive for clarity” mindset to life. In an arthouse-inspired short film, Dickinson portrays an actor-director navigating noise and distraction in order to rediscover his purpose. Audi positions him as a champion of this new way of thinking. In a world full of excess and interruption, Audi’s mantra of “reduction to the essential” means focusing on what truly matters.
As Audi’s leading culture agency, Kemmler & Kemmler was commissioned to develop the brand’s first culturally driven campaign. : 'In the search for clarity, we revisited Audi’s rich heritage of engineering and design – not to linger in the past, but to understand how precision and purity shaped what was to come next. The communication launched with a reflection on the icons that defined Audi’s legacy, using their spirit of innovation as a guiding light for the brand’s new design direction. Ahead of the IAA, sequestered in an expansive studio in Munich and under watchful eyes, we began documenting the next chapter of Audi excellence – the Concept C. Shot at the Hyperbowl by photographer David Daub, the imagery captured the athletic minimalism of the Concept C, highlighting the understated elegance of every line and surface. The Concept C then travelled to the home of the Renaissance – Milan – for its official launch. ..'
