Martell | Out of Home & Key Visual

To extend the hero film into a cohesive digital campaign, we developed a series of FOOH films and key visuals with Malherbe Paris, bringing the project’s expressive paint strokes into real-world cityscapes around the world.

The main challenge was capturing the globally recognisable urban environments without relying on live-action production. Shooting on location would have required multiple international shoots and was far beyond the available budget, while stock footage lacked the specificity, consistency, and creative control the films needed.

Our solution was to create a bespoke CGI-AI pipeline:
- Background still plates generated in AI, using owned references.
- Camera moves design and animation in 3D before feeding that motion back into AI to produce animated plates.
- Once generated, each shot was tracked in 3D to reintroduce spatial accuracy, allowing us to integrate the paint strokes convincingly into the scene.

This pipeline gave us the best of both worlds: the flexibility and scale of AI-generated environments, combined with the control and precision of a CG workflow.

With spatially tracked plates in place, we could choreograph the CGI brushstrokes through each location and bring everything together in comp as a cohesive, photoreal result.

The outcome is a series of FOOH films that feel ambitious and cinematic, while staying fully aligned with the visual language established in the hero film.

See how we built it using our custom AI pipeline.

Agency: Malherbe Paris