BMW trusted us to produce their first Full AI commercials under real production conditions. The brief was to use AI consistently throughout the entire production process. We still see AI as a tool - not the only tool.
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
