Catch the Unseen

Background

Åkestam Holst wanted to find a competition mechanic with which to launch the four-wheel-drive Audi Q7 Quattro in Sweden.

Photography was one answer, but most Instagram-based content consists of selfies and pictures of some millennial food blogger's breakfast. There's a stultifying uniformity.

Audi, which in Sweden is a challenger against the ubiquitous Volvo, wanted to change the game.