AI commercial production
The directors who make AI films for Ruse came to it from somewhere else: feature films, fashion campaigns, car launches, documentary and photography. That background is the point. Generative AI makes the pictures, but the concept, the casting, the camera, the rhythm and the grade are still directed.
The films below are brand and spec work made with generative AI, in full or as part of a hybrid: launch films for BMW and Audi, campaigns for Mercedes-Benz, Cadillac, Hyundai, the NFL and Google Pixel, beauty for Wella, and spec films imagined for Gucci, Dior and Gentle Monster.
Films
27 films
Koleston Perfect
Fashion Apocalypse
AVATR 11 Launch
Life's Better
Q3 e-hybrid Sportback (Director's Cut)
Vision Neue Klasse X
FYI RAIDIO
J-365 (Milano Cortina 2026)
Kick Off the Float
Make Every Mile Magnetic
Sculpted Optimism
When the Elevators Are Down
Designed for You
Winning in the US
Braun
Lexus (Spec)
The Shark Is Broken
American Princess
Decade Hopping
Eat Cake
Gentle Monster (Spec)
Into the Toile
Primavera
Thank You Emily
Venus
Honpaan's Human Parts
Inspire the Minds of Tomorrow
How we work
Directed, not generated
GORO teach their method in a workshop called Don't Press Generate. Grace Liu uses AI as a directed medium rather than a generator, and Marc Bethke treats it as an extension of the same directorial eye.
Live action where it counts
Ruse is a company of live-action filmmakers working across live action and AI. The tools are instruments in service of a story, the same as cameras, lenses and edit suites.
Built for post
The post-production network includes VFX and CGI artists working in Maya, 3ds Max, Blender and Nuke, alongside directed AI pipelines such as AutoGen that run on local compute.
Questions
- What is an AI commercial?
- A commercial whose pictures are made, in whole or in part, with generative AI instead of a camera. The idea, the script, the direction and the edit are the same work they always were.
- Can AI be combined with live action?
- Yes. That is what Ruse was set up for: live-action filmmakers working across live action and AI, with a post-production network to join the two.
- Will the product look right?
- For cars, AutoGen holds the vehicle to its real 3D model in every frame, so nothing about it is left to the generator. The AutoGen pipeline is product-agnostic: any product with a 3D model can be held to it the same way.
- Is AI cheaper than a shoot?
- It can be. Directed AI pipelines iterate quickly and scale to many versions, and that is where the savings come from. Whether AI suits a particular brief is the first conversation we have.