BMW ISETTA EV – WORTH FIGHTING FOR

Worth Fighting For is a self-initiated commercial project exploring how the classic BMW Isetta might be reimagined as a contemporary electric vehicle and launched through a cinematic action campaign.

The project was developed from the ground up as a complete advertising production. This included the redesign of the Isetta as an EV, character and costume development, antagonist casting, weapon and prop design, environment development, storyboarding, shot planning and animatic production before moving into final film generation.

The creative direction draws on the visual language of stylized martial-arts and exploitation cinema, combining bold yellow, black and red campaign graphics with a futuristic Tokyo setting. The intention was to create something that felt playful, slick and unmistakably cinematic while still functioning as a believable automotive commercial.

AI was used throughout the production process as a creative and filmmaking tool rather than as a replacement for traditional direction. Character sheets and reference boards established visual continuity; the storyboard and animatic defined performance, camera position and pacing; generative video was then used to create the individual shots and performances.

The final film was shaped extensively in post-production. Multiple generated takes were selected, re-edited and combined in After Effects, with timing tightened from the original animatic to create a faster 16-second cut. Music, voiceover and custom Foley were then designed and mixed around the finished picture, including sword impacts, blade movement and weapon effects.

The result is a short-form automotive campaign that combines traditional creative direction, film editing and design craft with a contemporary generative production workflow – from initial concept and pre-production through to finished moving image, sound and campaign graphics.

Creative Direction / Film Direction: Peter Sinclair
Concept, Art Direction & Production: Yumboxdesign
AI Film Production: Higgsfield
Voice, Music & Sound Effects: ElevenLabs
Post-Production / Motion Graphics: Adobe After Effects
Image Development & Finishing: Adobe Photoshop

Self-initiated speculative project. Not commissioned by or affiliated with BMW.