Audi Giphy Garage

With the Audi Giphy Garage, we developed a clever social media workaround that blended user interaction with creative freedom. At the heart of the experience: a stripped-down side-view frame of an Audi e-tron, shared on Instagram Stories as a blank canvas.

The concept was simple but powerful: users could take a screenshot of the e-tron chassis and upload it to their own Instagram Story. From there, they could customize it using specially created Giphy stickers—rims, roof racks, bold colors, and unique patterns—to design their own version of the Audi e-tron.

The trick? No apps, no complex tools—just pure creativity within Instagram’s native features. The result was a playful and interactive brand experience that empowered users to engage with the Audi brand in a personal and visually expressive way, bringing the spirit of “Vorsprung durch Technik” to life on social media.

AGENCY

We Are Social

TASKS

Creative Concept + Visual Design

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Behind the idea

The trick behind the idea was a smart use of Instagram’s native functionality. By providing the base image as a Story slide and leveraging the Instagram-Giphy integration, we enabled full creative expression without any external tools or app installations. Users intuitively combined screenshots with stickers, turning the traditional passive Story consumption into an active and playful co-creation moment—seamless, engaging, and 100% platform-native.

The result was a playful and interactive brand experience that empowered users to engage with the Audi brand in a personal and visually expressive way, bringing the spirit of “Vorsprung durch Technik” to life on social media.

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Workaround in Giphy

To ensure our assets were searchable on Giphy (which only indexes animated content), we gave each vehicle part a barely perceptible animation. These micro-movements were finely tuned to meet Giphy's motion-detection threshold without affecting the visual appearance or design clarity. For example, a brake disc might rotate just once over a full second (24 frames), while a subtle highlight moved gently across the chassis from front to rear. This allowed us to classify each element as “animated,” while keeping the aesthetic sleek and clean—perfect for user customization.