DEEPAL S07
A launch film for the Deepal S07 where every shot is AI-generated. We pitched the journey, I built the reference frames, and László Gaál made the film. It screened at Changan’s Australia launch, and a Thai release followed.
Changan needed a launch film for the Deepal S07, produced through i-dac Bangkok with EQ as the production house. The story we pitched was a journey: the car travelling from China to Australia, told entirely through AI-generated footage. No field production took place. I developed the concept with the team at EQ, built a deck of around twelve AI-generated reference frames to sell the story, and ran early tests on client-supplied stills to see whether the models could learn the shape of the car at all. They could, barely, and that was enough to commit.
Because generative models did not yet know this vehicle, the exteriors, interiors and driver were each trained separately before production shots could be made. László Gaál directed the AI work: he designed the individual shots within our story, from the undersea tunnel crossing to Australia to the Deepal mark surfacing in a rock formation, and handled generation, edit, grade and post.
The first version took about five weeks. Four edits were delivered, including a 5:1 ultra-wide cut projected at the Bondi Beach launch event in October 2024, with the standard version screened at the international motor show and a Thai release following.
I was the creative lead on the agency side throughout: in every meeting and feedback round, supervising the work against the story we had pitched, from first concept to final delivery.