Laura Buron (AD)

The Challenge

The client wanted a retro-futuristic aesthetic rooted in BMW's corporate colours — visually distinctive, not generic. And they wanted proof that a full narrative film, produced entirely with AI tools, could hold up creatively. No slapping prompts together. A real story, with real art direction.

The Brief

BMW's AI Engineering Team needed a film to open an internal event introducing their new AI-powered Financial Analyzer — a tool combining OCR and LLMs to extract complex financial data from PDFs in under a minute, replacing a process that previously took up to eight weeks.

But beyond the product launch, there was a bigger question on the table: can AI produce a film that actually feels crafted?This was as much a proof of concept for AI-driven filmmaking as it was a product film.

The Approach

We started where we always do, with the story. Together with our copywriter, we developed the concept, script and storyboard: a 90-second narrative reframing data chaos as opportunity, in BMW's voice.

The visual world was built in Midjourney, developing a retro-futuristic look within BMW's brand palette through careful prompt craft and art direction iteration. Runway translated those stills into video and handled speech-matching for one of the characters to the voiceover (generated via Artlist). Our motion designers then brought it all together in the final edit, working under our creative direction.

The Result

A proof of concept that delivered on both fronts: a coherent, visually intentional brand film and a demonstration that AI tools, in the right creative hands, can produce work that doesn't feel like AI.

Midjourney · Runway · Artlist · Adobe Creative Suite