IT WAS NEVER ABOUT CARS
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Audi: Concept C
23. Oktober 2025
Written by: Mathis Maass
Where “C” Stands for Chrome
Testing the Audi Concept C Prototype in the mountains of Tyrol with Hamid Mossadegh felt like a glimpse into the future. A very shiny one.
We flew to Munich, grabbed a very sophisticated SQ8 from the Audi Conference Center, and made our way down to Bozen in northern Italy, where Hamid had been invited to test drive Audi’s newest prototype: the Concept C.
It’s a sleek, low-slung electric grand tourer with lines sharp enough to slice air and a cabin made from wool that looks like it was borrowed from a spaceship. Think luxury futurism, with just a dash of “don’t touch that, it’s white suede.”
We started the shoot at 7 AM to catch a few frames before sunrise, the kind of calm, frozen quiet that only mountain mornings have. After four espressos and a banana of questionable ripeness, it was time for the main event: driving the car.
Audi had reserved a small stretch of closed road for testing. The combination of tight Alpine curves, soft dawn light and that reflective paint turned every moment into a cinematic frame…. all clean surfaces, light reflections and futuristic proportions. If this is the direction Audi is heading, the future of their design language looks very bright and shiny.
Where “C” Stands for Chrome
Testing the Audi Concept C Prototype in the mountains of Tyrol with Hamid Mossadegh felt like a glimpse into the future. A very shiny one.
We flew to Munich, grabbed a very sophisticated SQ8 from the Audi Conference Center, and made our way down to Bozen in northern Italy, where Hamid had been invited to test drive Audi’s newest prototype: the Concept C.
It’s a sleek, low-slung electric grand tourer with lines sharp enough to slice air and a cabin made from wool that looks like it was borrowed from a spaceship. Think luxury futurism, with just a dash of “don’t touch that, it’s white suede.”
We started the shoot at 7 AM to catch a few frames before sunrise, the kind of calm, frozen quiet that only mountain mornings have. After four espressos and a banana of questionable ripeness, it was time for the main event: driving the car.
Audi had reserved a small stretch of closed road for testing. The combination of tight Alpine curves, soft dawn light and that reflective paint turned every moment into a cinematic frame…. all clean surfaces, light reflections and futuristic proportions. If this is the direction Audi is heading, the future of their design language looks very bright and shiny.
After driving a little and taking some rolling shots we parked the car on top of the mountain with a beautiful backdrop and recorded some interviews with Hamid and the design boys of Audi. Also with all that sun and reflectiveness it was the perfect opportunity to get the flash out for some very bright photographs.
After driving a little and taking some rolling shots we parked the car on top of the mountain with a beautiful backdrop and recorded some interviews with Hamid and the design boys of Audi. Also with all that sun and reflectiveness it was the perfect opportunity to get the flash out for some very bright photographs.
You never really know what kind of opportunities will come up at events like this.
Audi went full god mode and made even our most spontaneous ideas happen, which is exactly what makes productions like this both possible and rewarding. The real skill lies in being sensitive to those moments. Recognizing opportunities as they appear and acting fast without overthinking. That’s where good people stand out. You don’t wait for perfect timing, because there isn’t any. You keep moving, adapt, and somehow make it all look intentional. In the end, that’s the trick: you can’t stop the flow of an event, but you can still capture it in a way that feels perfectly planned.
