Overview

"Pure Electric, Pure Design" is a fictional and conceptual piece of AI advertising Art Directed, Produced, Edited & Crafted by yours truly. Done for the sole purpose of experimentation, education, and testing the boundaries of visual generative AI and the interplay of Art Direction, Visual Design & AI. Made with an end-to-end AI pipeline featuring Midjourney (text to image) and Runway (image to video) and later upscaled with Topaz Labs to a crisp 4K and 60 FPS. Edited in After Effects and exported in 4K resolution.

Creative Process & Art Direction

The foundational idea for the video was simple yet elegant - from darkness to light. Starting with dark moody shots that emphasize reflections & silhouettes of the car & the interplay with light to reveal shapes - allowing them to visually stand out from the dark. That escalates and brings us out into the light, where the car is shown in all its glory in calm orbiting shots and culminating with an epic closing shot & the hero tagline.