Automotive commercial production
Ruse directors have made launch films and campaigns for BMW, Audi, Genesis, Maserati, Mercedes-Benz, Cadillac, Hyundai, Kia and AVATR. Some were shot on the road with a crew and cast. Others were made in CGI, entirely with generative AI, or in hybrid workflows.
Marc Bethke built his career on launch films for BMW, Audi, Porsche, Mercedes-Benz and Genesis. Film directors Bruno Detante and Stéphane Benini of GORO made the Maserati film in CGI, the Mercedes-Benz and Hummer films as hybrids, and the Cadillac and Hyundai films with AI. Mike Lee Thomas shot Kona for Hyundai and marked Rafael Nadal's retirement for Kia, and Adrian Van de Velde directed the AI-driven launch of the AVATR 11.
Films
16 films
AVATR 11 Launch
GV80 Performance (Director's Cut)
Q3 Selfie (Director's Cut)
Q3 e-hybrid Sportback (Director's Cut)
The 3 (Director's Cut)
The Gray Man (Director's Cut)
The New X7 (Director's Cut)
Vision Neue Klasse X
e-tron PHEV (Director's Cut)
Kona
Rafa Nadal
100 Years of the Trident
FYI RAIDIO
Make Every Mile Magnetic
Sculpted Optimism
When the Elevators Are Down
How we work
Live action
Marc Bethke's director's cuts for Audi, BMW and Genesis, and Mike Lee Thomas's films for Hyundai and Kia, were shot with real cars, crews and actors.
Generative AI
BMW's Vision Neue Klasse X and Audi's Q3 e-hybrid Sportback were made with AI through NON Studio, which Marc co-founded. GORO work in hybrid and full AI workflows for brands and agencies.
AutoGen
On Ruse automotive productions the car can also be staged in AutoGen, a virtual film studio for cars, with its real 3D geometry held in every frame.
AutoGen is a virtual film studio for cars, developed by Ruse partner Adrian Van de Velde and used on Ruse automotive productions. A shot is staged in a real-time 3D scene with the actual vehicle, and generative AI develops it into finished stills and film.
See AutoGen work →Questions
- Can a car commercial be made with AI without changing the car?
- That is the problem AutoGen was built to solve. The car is never imagined: its real 3D geometry goes into every generation as a picture, so the badge, the grille, the wheels and the lamps come back as they went in.
- Do you still shoot automotive work in live action?
- Yes. Half of the automotive films on this page were shot in live action. The director chooses live action, AI or both to suit the brief.
- Where does Ruse produce?
- Ruse has studios in Sydney and Bangkok and a presence in Shanghai, with a post-production network across all three: edit, colour, VFX and CGI, generative AI, sound and music, in studio or fully remote.