Real direction, synthetic roads

A first-of-its-kind case study in AI automotive running footage: one Nissan Rogue driving through nine different environments. Real shoot experience helped shape every decision that was made. We planned it like a traditional production, meaning location scouting, time-of-day planning. Even going as far as building our own director and DP AI agents to help compose and dial in each shot.

9 videos (0:32s each)

Art Director, Machine Whisperer

Creative Director Carol Fukunaga
Asoc. Creative Director Matt Archuleta

One of the :32s reels set in a generic environment based on the Great Plains

As it turns out — it's not very practical to go and shoot running footage in various environments. However, given the state of the industry, we decided to give it a shot.

This was a completely AI-led shoot, however our traditional background helped immensly with the process. Preproduction was all about dialing in the environments, the car, and even the choreography between the "camera rig" and "driver". 

This series of AI-generated running footage was intended to be used across tier 3 marketing channels. Predominately in areas that don't have the city or rural tropes that traditional automotive spots tend to show.

Part of the preproduction process — dialing in angles of the car throughout each environment

Behind the scenes of one of the many versions of my workflow in Runway