Visionaries director Jeremy Haccoun unveils a mesmerising spec spot for Lincoln, showcasing the breathtaking potential of AI-generated video. Leveraging the recently released Gen-3 text-to-video model from Runway, Jeremy crafts stunning, hyper-realistic visuals by describing his shots as he would to his crew. For example, one prompt that could generate similar shots reads:
"A high angle view of a magnificent desert ground: the sand swells, then a buried 'Black Lincoln Aviator Luxury SUV' slowly emerges from beneath the sand, causing a beautiful chaos of sand. Then all this sand heavily streams down the bodywork. Camera movement: start high angle then descend to a low-angle shot, angled up at the SUV glorious at the top of a dune, with sand streaming down the SUV. Slow motion, magic hour, backlit, flares, drifting dust, superb cinematic lighting."
Jeremy was impressed by Runway’s capabilities and meticulously refined the action, camera movement, and lighting through multiple video generations. As AI-driven content proliferates, he was eager to infuse the result with directorial intention close to that of a traditional shoot, while achieving a visual polish so impeccable you’d never guess it was AI-generated.
He then applied his post-production expertise to complete the project single-handedly: editing, compositing the Lincoln logos onto the car, adding a few more sand elements (also generated with Runway), color grading, and upscaling. The project in total took about two weeks to complete—an astonishing turnaround given the high-end finish.
At the Visionaries, we are always keen to find the best creative solutions for brands, and our directors constantly look to the future. In this instance, Jeremy demonstrates that AI, when used as a tool to enhance human creativity, becomes a powerful visual weapon capable of executing an ambitious brief from the comfort of one’s computer.
This is a spec ad not affiliated with the Lincoln brand, celebrating their iconic designs.