MPC Creative freezes time in sophisticated new Audi Q5 film

Audi UK's atmospheric and beautifully shot new TV commercial, ‘React' demonstrates in super slow-motion the Audi intelligence built into its recent, new and forthcoming Q5 models.   

In the spot written by BBH London and directed by Alan Bibby through MPC Creative, the ad depicts an Audi elegantly driving through a storm. The car and film slow down to adapt to the conditions, and the car is captured in one paused moment in time against a backdrop of rain as sophisticated graphics explain the complex technological decisions it makes every split second. The graphics, creatively directed by MPC Design's Creative Director Ryan Jefferson Hays, are instrumental to the narrative in this high-end production, in which design and animation are seamlessly integrated into an epic high speed live action night shoot.

Alan Bibby, Director, says:“I was instantly drawn to the concept from the moment I read the script because it’s the sort of challenge I find the most intriguing: how do you articulate a complex idea in a elegant and visually compelling fashion? Getting that to happen was an intensely collaborative, process, from a directorial, creative and design perspective – and an intensely rewarding one.”






Alan Bibby

Production Company

MPC Creative

Deputy Executive Creative Director, BBH

Ian Heartfield

Creative Director, BBH

Uche Ezugwu

Creative Director, MPC Design

Ryan Jefferson Hays

Creatives, BBH

Marc Rayson, Callum Prior


Luke Scott

Offline Editor

Ben Harrex @ Final Cut

Executive Producer

Sophie Gunn @ MPC Creative


Kat Armour-Brown

Production Director

Michelle Kendrick

Shoot Attendant

Ricky Weissman



VFX Supervisor

Iain Murray

VFX Producer

Sophie Hogg

VFX Team

Dan Sanders, Paul Hunt, Marco Gifuni, James McIver, Kerim Camdzic

Design Team

Paul Hunt, Marco Gifuni, James McIver


Kai Van Beers @ MPC

Head of Music

Ayla Owen

Music Supervision

Hywel Evans @ The Most Radicalist Black Sheep Music

Sound Design

Joe Wilkinson @ String and Tins

Recording Artist



Arlen/Harburg (licensed courtesy of EMI Music Publishing Ltd)