Audi

Audi/ MLS Partnerships
Multiple Locations · United States · 2017

MODA Role

Creative Direction · Experiential Design · Brand Environment Systems
(Authorship established while leading creative direction within an agency context)

Context

Audi’s experiential strategy during this period was not defined by a single flagship event, but by a series of installations, activations, and brand moments deployed across multiple locations.

The challenge was to maintain consistency and clarity across diverse environments—ensuring that each execution felt distinct yet unmistakably Audi.

Rather than designing isolated moments, the work required a systemic approach to brand expression.

Scope & Contribution

While serving as Creative Director at the New York–based agency Lead Dog, MODA led creative direction across a range of Audi experiential initiatives.

The work focused on:

• Establishing a cohesive experiential language adaptable across locations and formats

• Designing spatial and environmental systems aligned with Audi’s design ethos

• Translating automotive performance, precision, and innovation into physical experience

• Ensuring brand consistency while allowing for contextual variation

• Guiding creative development across multiple events rather than a single build

The imagery associated with this project reflects a portfolio of executions, not one discrete installation.

Design Intent

The experiential work emphasized precision, restraint, and technical confidence—qualities intrinsic to Audi’s identity.

Rather than relying on spectacle alone, the environments prioritized proportion, material discipline, and spatial clarity—allowing the brand’s engineering mindset to be felt experientially.

Each activation functioned as part of a larger ecosystem rather than a standalone statement.

Outcome

The distributed approach allowed Audi to maintain a strong, consistent experiential presence across multiple markets—reinforcing brand recognition while adapting to different venues and audiences.

By treating experience as a system rather than a one-off, the work demonstrated how automotive brands can scale design integrity across varied contexts.

Attribution

This work was developed while serving as Creative Director at Lead Dog, a New York–based experiential agency. MODA’s role reflects creative authorship and experiential leadership across multiple Audi initiatives.