Audi Secret Lab is the digital extension of Audi's exhibit at the 2014 Consumer Electronic Show. Similar to their booth at CES, the site is inspired by lenticular tiles. Depending on what angle someone looks at these tiles, it creates an illusion that the tiles are flipping and changing colors. The website utilizes a face-tracking application via webcam to simulate a similar experience.  Content is revealed in a playful and experiential way by having the user tilt their head to either the left or right.

The main way for a user to explore the site is by tilting their device to either the left or the right. By doing so, content will be revealed. Of course, there's an easier way by tapping on the button but who doesn't want a more playful experience?

The desktop version works by utilizing a webcam and tracking a side to side head movement.

USER GENERATED CONTENT

Audi Secret Lab launched simultaneously during the Consumer Electronic Show in New York. To help generate buzz, #AudiCES was created to pull in tweets from Twitter and photos from Instagram.