Hankook Tires Generative AI Ad

This was one of the most technically challenging spec spots we’ve taken on.

We stress-tested generative AI in the automotive space—specifically around brand continuity, photorealism, and dynamic camera movement using Hankook Tires in a harsh winter environment.

Our main goal was control of branding, environment, and camera movement..

OUR APPROACH

We treated this like any traditional automotive project.

• Researched the brand and category
• Defined a clear creative direction
• Built storyboards and an animatic
• Pulled extensive visual and motion reference
• Studied real-world tire & car behavior on various terrain
• Designed shots with intent

THE WORKFLOW

• Most our time was spent on reference building and stills development
• Primary generations were created in Adobe, OpenAI, NanoBananaPro, Kling AI and ComfyUI
• Real breakthroughs happened in the edit, where we determined which shots truly worked

WHAT THIS CONFIRMED

• Process still matters so trust it whether it’s AI, live action, animation, etc.
• Creative judgment and restraint matter more than any tool (and always have)
• Automotive is a strong AI use case when handled carefully. We see a tremendous potential here