We Love EVs

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 eBaquet, an American couple converting classic cars since 1996, and a Chinese father driving 2,000km across Tibet with his son. Behind the camera, I ran it as a blueprint for AI-assisted production. AI planned, generated assets and handled cultural checks. Creative judgement stayed human.