We joined forces with Bernbach to produce the campaign for the 50th anniversary of Volkswagen's iconic Golf GTI. A fully AI-generated piece, supported by a range of post-production techniques, but approached from the mindset of a traditional production.

The brief came with a very specific challenge: a rooster that was photorealistic but also expressive enough to carry real emotion — a fine line between cartoon and flat realism, and difficult terrain for generative video models. Reaching the register we wanted meant developing our own methods to direct the models and pull out the performance.

Around the character, extensive work on art direction and cinematography, holding visual and spatial coherence, and chasing beauty in every frame. A new way of working that, at its core, still came down to the same things: the team, the decisions, and the craft. What changed was the "shoot", which unfolded over two months, entirely in our studio.