We Love EVs
BASF
Project Overview
BASF is one of the world's largest suppliers of battery materials for electric vehicles. The work matters to climate progress and is almost impossible to explain without losing people in the chemistry.
The brief was to make people care without asking them to understand it. So the campaign told human stories instead.
Directed by Matt Houghton at Nice Shirt, three films were shot across four continents: an Argentine racer rebuilding his late father's car as a fully electric classic, an American couple who have been converting classic cars since 1996, and a Chinese father driving 2,000 km across Tibet with his son.
As executive producer I was responsible for the production, and built the playbook underneath it, AI-assisted, not AI-generated, applied to scheduling, budgets, contracts, risk assessments and real-time logistics across four continents, nine languages and twelve markets. Every frame was shot. Every creative judgement stayed human.
Final Outcome
A global, digital-only campaign in nine languages across the US, China and 12 European countries.
The playbook outlasted the films. AI absorbed the friction that usually consumes a global production, the scheduling, the cost modelling, the compliance, the live logistics and handed back control, speed and margin without touching the craft. It is now the model I use to run complex production, and the campaign continues to anchor BASF's EV communications at We Love EV's