ARE WE THERE YET?

Led the creative direction for an accelerated one-week pitch that secured Chery automaker, Team Lewis' largest-ever client win. The successful pitch was built around the concept narrative 'Are We There Yet?', which my team developed to position the Tiggo 8 as the intelligent family SUV. To deliver the pitch film and all assets under this extreme deadline, I established a hybrid 3D and AI-generative workflow, providing a new model for high-speed, high-quality creative production.

Concept

Conceptual & Narrative Development: In close collaboration with the Executive Creative Director and Copywriter, my team shaped the ‘Are We There Yet?’ concept from initial territory to final story. My role was to guide the narrative, ensuring it was emotionally resonant while clearly communicating the vehicle’s features in a simple, human way, turning a relatable family moment into a compelling product demonstration.

Design

AI-Integrated Creative Direction: I directed the visual development for the pitch, establishing the look and feel for the film and all supporting materials. To meet the one-week turnaround, I implemented a hybrid pipeline that merged 3D visualisation with AI-generative tools (Runway, Kling, VEO 3). This technical and creative approach allowed our team to bridge the gap in consistency and product accuracy that existed with the available models at the time.

Delivery

Cross-Disciplinary Delivery: The resulting concept film became the centrepiece of the winning pitch. The project’s success was a testament to effective cross-disciplinary collaboration under immense pressure. It set a new internal benchmark by demonstrating how an AI-enhanced production model, guided by strong creative direction, could deliver commercially powerful, cinematic-quality storytelling at speed.