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 High Power Charging, we translated fast charging into a cinematic Western moment.
A BMW iX3 arrives in a dusty town. A quiet challenge begins. The hourglass is running, the tension builds, and everything leads to the classic moment before the duel - only this time, speed is defined by charging performance.
The film was developed as part of a full AI production workflow, built on a strong CGI and cinematic foundation. Instead of travelling to a remote location, constructing a large-scale set or waiting for the right light, we were able to create and control the entire genre world digitally. The craft was in the precision: atmosphere, architecture, dust, faces, tension, timing and light. Because a Western does not work through costume and setting alone. It works through expectation. Through silence. Through the moment before something happens.
AI became a tool for directing a highly specific cinematic language - not as nostalgia, but as a contemporary way to make a technical feature feel cinematic. The duel is won before the sand runs out.
Client I BMW
Agency I JvM
AD&AI I Vincent Schmid
Post Production I hexa film
Post Production Stills I Jenny Cremer
Styling I Julia Neubauer
