For Electric Range, we turned a technical specification into a visual journey.
Instead of telling range through numbers, the film tells it through time, distance and transformation. A driver keeps moving through changing landscapes, shifting light and day into night - calm, effortless and fully at ease. As the journey continues, his growing beard becomes the visual measure of distance. A simple, slightly absurd idea that makes the scale of the drive instantly understandable.
The full AI production workflow allowed us to create a wide cinematic journey across multiple environments without relying on a complex sequence of real locations, weather windows or extended shooting schedules. Landscapes, light, atmosphere and continuity could be shaped as one coherent visual progression.
The beard itself was also a key part of the craft. In a traditional production, this kind of transformation would require detailed make-up, prosthetics, continuity control and precise timing. Here, AI allowed us to guide the change more fluidly while keeping the scene light, character-driven and visually consistent.
The road keeps going.
So does the car.
So does the beard.
Client I BMW
Agency I JvM
Music I 2WEI
Post Production I hexa film
Post Production Stills I Jenny Cremer
Styling I Julia Neubauer
