The vehicle shown is a concept vehicle that is not available as a production vehicle.
missing translation: fa.article-intro.reading-time – Text: AUDI AG – Film: Fabio de Frel – Photo: David Daub – 09/07/2025
For Audi the "Strive for clarity" campaign is an uncompromising statement of intent.
A confident reaffirmation of the qualities that have made Audi an icon: clarity, technicality, intelligence, and emotion. Milan was the prime location for the global launch of the new design philosophy: a city that understands the most appropriate way to celebrate your past is not to stand still, but to continue to earn your place in history. And Harris Dickinson is the perfect protagonist to front the associated campaign: an ambitious actor probing at the limits of his profession with a quiet, confident sense of purpose.
The collaboration with Harris Dickinson was an intentional move by Audi to bring the company-wide “Strive for clarity” ethos vividly to life. In a short arthouse film starring Dickinson as an actor-director navigating the noise to rediscover his purpose, Audi positions Harris as a patron of this new mindset. In a world of distraction and excess, the Audi mantra of “reduction to the essential” means stripping back to what really matters. The result of this clarity is always a sense of rewarding understatement. This same clarity is also evident across the full spectrum of Dickinson’s work, whether on-screen or behind the camera as film director. A rising force in progressive culture, the notably calm and approachable 29-year-old received prestigious awards for his directorial debut. The collaboration between Audi and Harris Dickinson marks the next bold step in the campaign which kicked off with a look into the history books of the brand‘s most memorable design moments and ends at the IAA Mobility in Munich.
The campaign signals something bigger – a journey still unfolding for both Audi and Harris Dickinson.
The vehicle shown is a concept vehicle that is not available as a production vehicle.
“Clarity is not the end of the journey. It’s the beginning.
Harris Dickinson
Harris Dickinson is known for his quiet intensity and versatility, moving between independent cinema and bold ensemble work.
With a grounded presence, Dickinson brings complexity, control, and a modern stoicism to the screen.
Harris Dickinson is known for his quiet intensity and versatility, moving between independent cinema and bold ensemble work.
With a grounded presence, Dickinson brings complexity, control, and a modern stoicism to the screen.
The brightest moments in the history of Audi are marked by bold leaps in imagination, innovation and state-of-the-art technology. Clarity, character, and a strong commitment to implementation are now guiding the direction of Audi in reshaping both its design approach and the company itself. "We are focusing on what truly matters to our customers, offering a unique experience that is `unmistakably Audi´. Our goal is clear: to become the most desirable automotive premium brand, providing a clear signature in every interaction with the brand," says Marco Schubert, Member of the Board of Management at AUDI AG Sales and Marketing.
The Audi Concept C is a first manifestation of the new design philosophy relying on an unmistakable combination of clarity, technicality, intelligence, and emotion. It is the embodiment of a necessary reduction to the essential. This forward-thinking approach is also evident in the communication strategy, which brings Harris Dickinson into the spotlight. "There aren't too many moments of such magnitude in the history of a brand. It gives us the canvas to rethink, or even redefine, how we engage with a progressive audience – our customers and prospects. Our collaboration with Harris Dickinson is an important part of our communication strategy to create culturally relevant content that transcends automotive," as Andreas Henke, Vice President Brand Audi puts it.
Striving for clarity will be the compass that guides Audi through the times ahead with the Audi Concept C as the vision of what’s to come.
The Audi Concept C is a combination of clarity, technicality, intelligence, and emotion.
Even a quick glance at the Audi Concept C reveals its purist form, which radiates precision and power.
The vehicle shown is a concept vehicle that is not available as a production vehicle.
Harris Dickinson pursued acting and filmmaking from a young age. At the age of 16, he wrote and directed his first short film.
Even a quick glance at the Audi Concept C reveals its purist form, which radiates precision and power.
The vehicle shown is a concept vehicle that is not available as a production vehicle.
Harris Dickinson pursued acting and filmmaking from a young age. At the age of 16, he wrote and directed his first short film.
“Inspiration waits in the uncertain.
Harris Dickinson
Since 2017 Harris Dickinson has gone from strength to strength and continued to build an impressive and varied career.
Since 2017 Harris Dickinson has gone from strength to strength and continued to build an impressive and varied career.
