ARE WE THERE YET?

Creative direction for the pitch that secured TEAM LEWIS's largest-ever new business win. Built around the concept narrative 'Are We There Yet?', the campaign positioned the Chery Tiggo 8 as the intelligent family SUV, delivered in one week using a hybrid 3D and AI-generative production model built specifically for the brief.

Concept

Narrative architecture: Working across creative disciplines — ECD, copywriter, motion — the 'Are We There Yet?' concept was developed from initial territory to a fully realised story. The creative direction ensured the narrative was emotionally grounded while functioning as a clear, human product demonstration, turning a universal family moment into a campaign platform.

Design

AI-integrated production: Directed the visual development for the pitch, establishing the look, feel, and production methodology for the film and all supporting materials. A hybrid pipeline merging 3D visualisation with AI-generative tools (Runway, Kling, VEO 3) was implemented to meet the one-week deadline, setting a new internal benchmark for high-speed, cinematic-quality creative production.

Delivery

The concept film became the centrepiece of the winning pitch. The project demonstrated how an AI-enhanced production model, anchored by strong creative direction, could deliver commercially powerful storytelling at pace, establishing a repeatable workflow for future high-pressure new business briefs.