Though the technology is beyond me, the use of projection mapping in auto shows is clearly a win.

With the help of a Russian marketing team Radugadesign (Translation: RainbowDesign), Audi has incorporated projection mapping into its showcases. Though Audi’s showcase is far more complex than ‘The Lamborghini Project,’ which also used projection mapping, the man-hours behind the project look mindbaffling.

However, as slick as it looks, the point of the presentation is a bit over our heads, other than promoting individualism and Marlboro. Yes, the cigarette company. The relation between the two companies confuses us, but the two working together can sure produce a sick showcase.