The MG HS Hybrid+ launch campaign, “Explorers” , was produced in collaboration with Havas Warsaw. The concept was unconventional: Maria Skłodowska-Curie, Thomas Edison, and Nicolaus Copernicus as the stars of an automotive commercial.
Promotional spots featuring AI-generated animation
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Real Sets, Imagined Worlds
Great explorers as a symbol of how true innovation changes everyday life. To make this work, we had to bring two worlds together: a real film set with three car models in an urban setting and generative AI tools that allowed us to create and bring the Explorers to life.
What can be achieved by combining live-action footage with AI?
This was a groundbreaking project for us in the literal sense. We tested the limits of what can be achieved by combining real-life photography with AI during post-production. We managed to achieve significant optimizations. To put it simply, only 7 days passed from the day of shooting to the delivery of the finished files. At the same time, we worked on the pacing and structure of the video itself. The spot was meant to be dynamic and easy to follow, yet distinctive enough to stand out from other automotive productions. Combining the classic form of car photography with a less obvious narrative layer allowed us to achieve this effect without overcomplicating the message.
Process as Strategy
The project also demonstrated how rapidly approaches to video production are changing. The integration of the film set with AI was not an afterthought, but an integral part of the process. This allowed us to shorten production time and maintain greater control over the final result, while testing new production solutions in practice. The result is a video that connects the automotive world with the context of innovation in an accessible way. It is an example of video production where technology genuinely supports the idea rather than dominating it, and the entire process from filming to post-production is aligned with a single, cohesive communication concept.
Client:
MG Motor Polska
Agency:
Director:
DoP:
Production:
LPP – Employer Branding Film
LPP – Employer Branding Film
Media Markt – Promotional Films & Social Media Content Series
Media Markt – Promotional Films & Social Media Content Series
PKO BP “Youth Account” – Influencer Video Series
