Automotive
Shooting a car well is one of advertising's hardest problems — a reflective, stationary object that somehow has to look fast. On Visie, that craft spans launch films, dealership campaigns, and product commercials for marques like Toyota, Ford, BMW, and Audi, shot by the photographers, directors, and CGI artists who specialise in solving it.
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This week's top Automotive projects
This week's top Automotive projects, carefully handpicked by Visie's expert curators, showcase the best in style and innovation.
Mercedes Benz · The Drift of a Lifetime
Mercedes Benz presents The Drift of a Lifetime, a high-energy commercial film capturing the performance of its latest sports car model. The project features actor Brad Pitt behind the wheel, navigating a striking black vehicle across expansive bridge infrastructure and gritty industrial landscapes. Directed by Nick Schrunk with cinematography by Tim Sessler, the piece utilizes cinematic framing and a distinctively warm colour grading to emphasize the vehicle's design. The edit maintains a rapid pace throughout, relying on live-action technique to translate the sensation of speed into a polished, visual-forward automotive spot.
Ambush, Lexus · The Future Classic
Lexus and AMBUSH unite for The Future Classic, a collaborative automotive campaign that focuses on architectural precision and minimalist tailoring. The film leans into a cinematic aesthetic, utilizing natural light and desaturated tones to bridge the gap between high-end fashion and vehicle design. The project captures the interplay between industrial concrete structures and the sleek geometry of a silver sedan. Agency Team One leads the creative direction, framing the subject through a mix of exterior street-level shots and interior perspectives to emphasize the car’s form and the refined wardrobe of the protagonist.
Ford · Let's Get to Work
Ford's 'Let's Get to Work' campaign highlights the Super Duty truck's utility through a mobile out-of-home advertising initiative. The commercial spot captures the vehicle navigating a range of environments, from industrial hubs to dense urban city centers, emphasizing its presence as a functional tool within the automotive landscape. The execution, produced by Lime Media with creative input from Wieden+Kennedy New York, utilizes live-action techniques to document the process of preparing and deploying a large-scale mobile billboard. The sequence transitions from the precision of applying graphics to the finished rig's performance in traffic, concluding with a series of shots against the evening city skyline.
Toyota · The Game Won't Stop
Toyota presents The Game Won't Stop, a high-energy commercial featuring NFL quarterbacks Eli Manning and Brock Purdy alongside a group of youth flag football players. The spot leans into dynamic tracking shots and warm lighting, capturing an evening session on an open field that transitions from dusk into night. As the ambient light fades, the scene is illuminated by the headlights of a diverse lineup of Toyota SUVs, sedans, and minivans. Produced by Greenpoint Pictures with creative agency Saatchi & Saatchi, the film utilizes live-action techniques to bridge the gap between youth sports and the automotive experience.
Valley Toyota · Missed It
In the highly competitive luxury automotive space, Valley Toyota elevates the standard commercial format with their latest project, Missed It, a sharp and visually evocative piece that captures the arrival of a new teal-green Camry. Rather than relying on traditional showroom tropes, the production leans into a distinct desert-inspired aesthetic, anchoring the sleek metallic finish of the vehicle against the rugged texture of a saguaro cactus and a tortoise. This juxtaposition effectively bridges the gap between high-end modern engineering and the raw beauty of the environment, resulting in a refined lifestyle sequence that feels both aspirational and grounded. Through expert cinematic live-action technique, the narrative flows with a professional cadence, highlighting the crisp white dealership architecture and iconic branding while maintaining an authentic sense of place. The project serves as a masterclass in atmospheric branding, demonstrating how a simple delivery moment can be transformed into a memorable story when framed with intentional composition and sharp, bright daylight lighting. With seamless production execution from the team at True Gent, the campaign avoids the clutter of over-produced spots, instead favoring a clean, uncluttered visual language that allows the vehicle to take center stage. Ultimately, Valley Toyota proves that even within the utilitarian nature of the automotive sector, thoughtful creative direction can turn a standard brand touchpoint into a sophisticated, highly polished piece of visual storytelling.
Northern California Toyota Dealers Association · The Quarterback
For their latest automotive commercial, The Quarterback, the Northern California Toyota Dealers Association masterfully bridges the gap between classic craftsmanship and cutting-edge innovation. This high-octane project leans into the precision of modern automotive advertising by utilizing advanced virtual production technology, allowing the team to seamlessly transition the signature red Toyota TRD vehicle between diverse settings, from rugged mountain campsites to bustling suburban storefronts. By integrating live-action techniques with sophisticated VFX and green screen chroma key applications, the creative team at H/L has developed a visual language that feels both grounded and expansive. The result is a cinematic display that avoids the static nature of traditional studio work, instead opting for a dynamic environment that captures the versatility of the brand. Wolfhouse Productions brings critical expertise to the post-production phase, ensuring that the digital backgrounds feel authentic while maintaining a crisp, lifestyle-focused aesthetic. With a nuanced soundscape curated by M Squared Productions and Marmoset, the campaign achieves a polished rhythm that keeps the viewer anchored in the narrative. This project stands as a testament to the power of collaborative production, where the fusion of practical sets and digital artistry creates a high-fidelity experience that resonates with the practical yet adventurous spirit of the luxury automotive consumer, proving that technical sophistication is the new gold standard for regional brand storytelling.
BMW · Auction
In a sophisticated departure from traditional automotive advertising, the latest BMW campaign titled Auction deftly positions the luxury automotive brand as the ultimate piece of high-end art. Set within a dimly lit, ornate hall defined by rich wood paneling, the cinematic video constructs a narrative of exclusivity and tension that mirrors the gravity of a high-stakes auction house. By juxtaposing close-ups of golden statues and intricate jewelry against the sleek, polished contours of a red luxury sedan, the project effectively elevates the vehicle to the status of a masterpiece. The execution relies heavily on a warm, dramatic color palette and refined live-action technique to bridge the gap between the interior gallery world and the open road. With creative vision provided by Goodby Silverstein & Partners, the production moves with a deliberate, slow motion cadence that forces the viewer to linger on the craftsmanship of both the setting and the car itself. Behind the lens, the team at MJZ captures the atmosphere with palpable precision, while Pariah Creative enhances the visual polish through seamless post-production and VFX. The final result is a masterclass in mood-setting, proving that when luxury automotive storytelling leans into the language of the fine art world, the car becomes more than a machine; it becomes the most sought-after lot in the room.
Honda · Your Dreams Engineered
In the luxury automotive sector, Honda bridges the gap between abstract aspiration and tangible innovation with Your Dreams Engineered, a cinematic commercial that reframes the concept of mobility through a highly stylized lens. Directed by Ryan Chun and crafted by the creative team at Pablo London, the project eschews traditional vehicle showcases in favor of a metaphorical journey involving a glowing, shape-shifting sphere. This ethereal object acts as a stand-in for the potential of engineering, as it traverses diverse landscapes from sprawling urban environments to sterile, high-tech laboratories. The visual execution leans into a clean, minimalist aesthetic, employing a mix of live-action technique and sophisticated VFX to heighten the sense of wonder. By juxtaposing the human touch with scientific precision, the film highlights a meticulous design process that feels both grounded and futuristic. The use of a fish-eye lens paired with deliberate handheld camera work adds a layer of raw, artistic texture that contrasts beautifully against the cool, monochromatic color palette of the studio setting. Rather than relying on standard product placement, the narrative invites viewers to consider the engineering behind the dream, proving that high-end automotive storytelling can be as much about the intellectual pursuit of progress as it is about the final mechanical result.
Project Audi · Launch of Instagram Advertising in Australia
Audi’s strategic entry into the Australian social media landscape marks a sophisticated shift in how luxury automotive brands engage with digital audiences. Moving beyond standard static display, this campaign leverages the vast, rugged expanse of the coastline to ground the driving experience in raw, cinematic power. Under the steady creative direction of Laura Venti, the imagery employs high-end commercial sensibilities to position the vehicle as both a pinnacle of precision engineering and a gateway to the sublime natural world. A standout aerial photograph defines the project, capturing a vibrant red Audi perched precariously against a slate-grey cliffside, flanked by churning blue waters and striking, geometric rock formations that pierce the surf. By utilizing drone footage, the work achieves a distinct sense of scale, trading the sterile environment of a traditional studio for the unpredictable beauty of the wild. This lifestyle-oriented approach favors natural light to emphasize the sharp lines of the car against the organic complexity of the rock, resulting in a cohesive narrative that feels both aspirational and grounded. Through this bold visual language, Audi successfully translates its heritage of performance into the fast-paced, thumb-stopping reality of Instagram, proving that the luxury automotive experience remains just as compelling when viewed through a small, portable lens.
Ford · "Tier 1.5" :30
Ford takes a sophisticated turn in its latest Tier 1.5 campaign, masterfully blending high-end performance with the intuitive tech integration that defines the modern hybrid SUV segment. This thirty-second commercial for the Ford Escape moves beyond mere feature listing, instead crafting a rhythmic visual narrative that captures the vehicle in its element. From the rhythmic pace of winding coastal roads to the precise, sharp details of its heads-up display and dashboard interfaces, the piece utilizes a polished, warm color grading to lean into a premium aesthetic. By employing live-action techniques alongside artfully placed slow motion sequences, the production highlights the car's agility across diverse environments, transitioning fluidly from the open highway to bustling city streets. The cinematic approach underscores a clear objective: to frame the Escape as a smart, capable companion for the contemporary driver who refuses to compromise on safety or style. The final result reads as an elevated piece of automotive marketing, one that effectively communicates the brand's shift toward a more tech-forward identity while maintaining the rugged performance pedigree synonymous with the manufacturer. Every frame serves a purpose, balancing technical specs with a cinematic flair that keeps the viewer engaged from the first turn of the wheel to the final city transition.
BMW · "i4"
The BMW i4 campaign signals a decisive shift in the automotive landscape, positioning the brand's premiere all-electric sedan as the perfect fusion of heritage design and modern performance. This commercial spot moves beyond traditional EV tropes, opting for a cinematic approach that treats the vehicle as a living, breathing subject rather than a static piece of hardware. By utilizing sophisticated live-action technique, the film captures the i4 navigating winding roads and expansive modern bridges, emphasizing the sedan's agile handling and aerodynamic profile. The play of light and shadow across the metallic exterior finishes is rendered with meticulous detail, grounding the high-tech features in a tangible, premium aesthetic. Slow motion sequences are deployed strategically throughout the edit to highlight the aggressive geometry of the front grille, effectively bridging the gap between high-performance driving dynamics and the brand's signature luxury interior architecture. This project serves as a compelling masterclass in modern electric automotive marketing, showcasing the vehicle's cockpit technology while maintaining an emotional, performance-focused narrative. The result is a cohesive, high-energy visual journey that reinforces the power of the BMW i4, successfully communicating that going electric requires no compromise on driving joy or the sophisticated, legacy-driven style that define the marque's long-standing status within the global automotive market.
Genesis · The One
Genesis leans into a genuine, human-centric storytelling approach with its latest automotive campaign, The One, which pivots away from cold technical specs to capture a candid emotional milestone. By focusing on a lighthearted marriage proposal unfolding within the cabin of a sleek, modern electric vehicle, the brand successfully bridges the gap between high-end automotive innovation and everyday relatability. The cinematic video, executed through a sophisticated live-action technique, captures the couple's surprise as they encounter a surprise billboard during their drive. This narrative arc is bolstered by subtle environmental details, such as a digital display highlighting a low battery status, which serves as a grounded, real-world touchpoint that enhances the authenticity of the scene. With creative heavyweights Bastion leading the charge, the project utilizes soft, natural lighting and strategic slow motion sequences to amplify the intimacy of the moment. The production, supported by the production expertise of Reel Factory and Match Artists, treats the vehicle not merely as a prop but as a primary participant in the couple's life event. The atmospheric sound design from OTIS rounds out the cinematic experience, proving that even within the high-stakes EV sector, the most effective marketing remains that which centers on the people behind the wheel rather than just the hardware of the car itself.
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