The goal was to reimagine how Dodge’s first fully electric muscle car could be introduced in a way that went beyond typical automotive advertising. Instead of relying solely on shiny visuals or technical features, the challenge was to create an emotionally charged story: a car that not only dominates the desert landscape but brings life back to a barren world. The brief was simple but ambitious—make the car itself feel like a character with the power to transform its environment.
ROLE: Director
TOOLS: Kling AI, Midjourney, Photoshop, Illustrator, After Effects
PROCESS
I designed a shot sequence that begins with the cracked Mojave Desert—an environment stripped of vitality. The Dodge Charger Daytona EV emerges slowly, its headlights cutting through the dust, introducing it as a protagonist. Acceleration shots and controlled slides emphasize its muscle-car DNA, while the desert around it reacts—dust gives way to greenery, and barren ground begins to bloom.
Technically, this project blended generative AI tools (Kling AI, MidJourney) with cinematic principles: lens simulations, motion blur treatments, and real-world desert references. Motion design and compositing tied the shots together, ensuring the EV wasn’t just shown—it was felt.
RESULTS
The final piece is a cinematic proof-of-concept ad that positions the Dodge Charger Daytona EV as more than a car—it’s a force of renewal. By combining spectacle with metaphor, the spot frames Dodge’s entry into the EV space as bold, emotional, and future-driven. This project also demonstrated how AI-driven workflows can accelerate production timelines, producing agency-level storytelling concepts in days rather than months.
