Concept · Direction · Production
Directed AI
commercial production.
Cinematic AI commercials with planned camera movement, character action and consistent branding.
See how it was made Watch the finished filmsWatch the commercial · HB54 / Automotive. The cover shows previs alongside the final AI image.
The project / HB54
Two films.
One creative direction.
HB54 was launching a new lubricants brand. The brief was to create two commercials for automotive and construction audiences, with the character and visual richness of a high-end animated film.
Serj proposed a directed AI approach: develop distinctive characters, stage their actions and plan camera moves with a natural, observational feel. Brand accuracy was central to the brief: logos and identity needed to match the supplied references and appear at the right moments.
The approved storyboard
The film takes shape
before it moves.
The client approved the story, visual direction and key brand moments in these frames before work began on the animatic.
“These story boards look great and definitely in line with the approach and expectations.”
Behind the production
Plan the shot.
Build the image.
Camera movement, character action and timing are planned in Blender. Emotion and the final visual treatment are developed during AI production. These comparisons show how the planned shots take shape.
Position, action and timing established in previs; expression and emotion developed in AI.
An unconventional angle and a deliberate camera path, carried from previs into the detailed final scene.
Camera & character control
Direct what
the audience sees.
This shot plan brings the camera path, character blocking and focus changes together on one timeline. It makes the staging clear enough to review and refine before producing the final scene.
The nine-second test maps the character’s approach to the car, hand contact and hood opening alongside camera movement and a focus pull from the barrel to the character.
Visual development
A recognisable character.
A world built around the brand.
Reference sheets establish the character’s appearance and the branded Chevrolet from multiple angles, down to the clothing, interior and engine details.
Build, expression, clothing and details provide a shared visual reference for the scenes.
The Chevrolet’s silhouette, HB54 markings and interior are defined together.
Direction goes beyond the image.
The automotive treatment specifies a low camera retreat as the character approaches the car, a brief reflective pause before opening the hood, and a restrained handheld feel. Performance and camera movement are planned together.
The commercials
See the finished films.
Client feedback
“Hey Serj- I love it! The radio sequence at the beginning is a cool idea on the intro. I like the gorilla and the eagle to American Flag transition. Well done!”
Your next commercial
Your idea.
A clear production plan.
Tell me about your brand, audience and the film you have in mind. I’ll help shape the concept, assess what directed AI can achieve and outline the production approach.
LET’S CONNECTFind me on LinkedInSerj Zotov