For BMW’s upcoming Neue Klasse EV, we set out to explore how far an end-to-end AI production workflow can go. The goal of the project was to recreate the new vehicle entirely with AI, preserving every design detail with absolute fidelity, and to place it within a fully imagined environment, a striking, empty hybrid cityscape inspired by both New York and Tokyo.

To help audiences understand the potential of AI-driven commercial filmmaking, we used Matthew McConaughey as a narrative device, showcasing how a fully AI-generated performance could function in a high-end automotive advertisement. The concept centers on a self-reflective inner monologue from the perspective of BMW itself, contemplating its own technological shift and the brand’s evolving identity.

Across the entire pipeline, environment creation, vehicle replication, narrative development, and performance generation, AI tools were used from start to finish to demonstrate what a future-facing automotive commercial might look like.

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