The Chevrolet Onyx & Tracker project with MP Curtet was a very complete and ambitious production, carried out in Buenos Aires, Argentina, with an outstanding local team. The on-location shoot went smoothly overall, although we faced some bad weather conditions. This required us to compensate in post-production by recreating sunny atmospheres to meet the client’s expectations.
The major challenge of this project came from the extensive changes required on the vehicles themselves. From paint adjustments to full product updates, we quickly realized that the amount of CGI work needed was much greater than initially anticipated. Many images ended up requiring full CGI cars, particularly when switching between metallic paints with glitter effects and non-metallic finishes, which had to be rendered with complete accuracy.
What defined this project was the extreme attention to detail, every single pixel was carefully retouched to create polished, flawless images that aligned perfectly with the client’s demands. While the CGI itself was not unusual for us, the sheer volume and precision required pushed us to deliver at the highest level. In the end, the result was worth the effort: a series of stunning, highly refined images that showcased the vehicles in their best light. Both we and the client were very satisfied with the outcome.
This project with Torsten Klinkow began with extensive clean-up work on studio images shot under challenging conditions. Once that was completed, the creative direction shifted toward a unique concept: building CGI theatrical sets designed to look handmade, like cardboard stage props, giving the images a surreal, artistic feel.
The visual language then shifted toward powerful, monochromatic red imagery crafted to be both visually striking and cohesive. We also explored an AI-driven animation sequence, entirely developed in-house by Fixip, to demonstrate how a handful of stills can evolve into a creative and engaging narrative through thoughtful editing and direction.
The result is a bold, conceptual project that combines high-end retouching, stylized CGI, and story-driven animation.
This project was truly captivating as Chris Delorenzo is renowned for his loose, vibrant images with rich, lively colors. The challenge here was to create a series of visuals that respected the photographer’s unique style while also adhering to Chevrolet’s well-established guidelines.
The goal was to craft a harmonious visual narrative across different models of the same range, from off-road scenes to urban settings and suburban environments. The challenge lay in balancing these distinct atmospheres while maintaining a cohesive look. Another complexity came from shooting in Seattle, where the weather is known for being unpredictable. We had to adapt to shifting conditions, from bright blue skies to overcast days and occasional rain, which added an extra layer of complexity.
Additionally, some elements were enhanced through CGI to achieve the perfect look for certain models. This mix of real photography and CGI made the post-production work both technically challenging and creatively fulfilling. In the end, this project was a complete and rewarding experience, blending color grading, compositing, and CGI to create a visually striking and cohesive series of images.
The Cadillac Icon Unlocked CGI project was particularly engaging. Initially planned as a straightforward running footage shoot in the desert, our creative instincts quickly took over, transforming the brief into something far more dynamic. Instead of sticking to the original plan, we pushed the boundaries—elevating camera work, enhancing the details of the car, and emphasizing its key features to create a visually impactful narrative.
What began as a simple running footage concept turned into a polished presentation video for the model. This project proved that even in seemingly simple locations, with creativity and effort, it’s possible to create something remarkable. By refining camera movements, experimenting with color grading, and carefully editing, we produced a short yet visually impactful sequence.
This project exemplifies how brands can explore quick, creative, and impactful communication, delivering memorable visuals even in compact formats. A truly satisfying endeavor that highlights the value of creativity in every step!
This project Lotus Eletre EV, shot by KY&BA (French photographers duo – Kylian & Bastien), was particularly unique as it involved creating a CGI-based campaign with backplates shot in Thailand. Thailand is quite an unusual location for car shoots, which gave the visuals a distinctly different vibe compared to typical automotive campaigns.
One of the main challenges was the need to collaborate with Maground in order to generate domes that would match the Thai environment, as we didn’t have the correct domes available. This led to a collaboration between Fixip, Ky&Ba, and Maground to bring the project together. The difficulty here was to create realistic CGI images using domes that didn’t exactly match the set locations, adding a layer of complexity.
Despite this challenge, we managed to create impactful and dynamic images. The project also involved creating virtual rigs, adding another layer of difficulty to ensure the motion and action felt natural. The car itself had a striking color that stood out beautifully against the unique Thai backdrops, making the visuals even more captivating.
Technically, this was a very interesting project, combining CGI with environments that we don’t often work with. The collaboration between Fixip, Ky&Ba, and Maground allowed each team to bring their expertise to the table, resulting in a visually impressive final product. Some details of the car and the environment were entirely CGI, making the project even cooler from a technical perspective. Overall, it was a really enjoyable and rewarding project, with a striking end result.
At FIXIP, innovation is at the heart of everything we do. Recently, our research and development team at The LAB created a campaign film for the new, fully electric Audi e-tron GT, almost entirely in CGI, opening up new possibilities for automotive advertising.
This project emerged from our recognition that many automotive campaigns tend to feature similar settings and environments, often due to budgetary or logistical constraints. To address this, The LAB developed a new workflow that allows us to create unique and immersive environments. Breaking away from conventional clichés, our film offers a refreshed vision of the automotive world that aligns with today’s challenges.
Inspired by the Solar Punk movement, we set out to infuse the film with a positive and sustainable message that aligns with Audi’s electric vehicles. This movement, which blends technology and ecology, guided us in creating a utopian future where cars seamlessly integrate with natural and technologically advanced landscapes.
Although primarily created in CGI, our film incorporates real footage elements to seamlessly blend technology and nature. The result is a film that not only grabs attention but also sets a new standard for how brands can communicate their vision of a sustainable future. Discover the entire LAB PROJECT here.
Project Cadillac Evergreen MY24 was quite challenging to manage, but very interesting due to the prestigious nature of the brand. Unfortunately, we faced adverse weather conditions, with many rainy and overcast days and very little sunshine. This was particularly difficult because Cadillac seeks vibrant, colorful images, which are the opposite of the desaturated tones produced by overcast weather. We had to create entire atmospheres from scratch, adding colors and lighting that didn’t exist during the shoot. This meant we had to fabricate sunlit scenes, blue skies, and the bright, vivid hues characteristic of Cadillac’s visual identity. The project became quite complex, involving significant alterations to the original environments, which included adding sun and sky elements.
Despite these challenges, we successfully produced impactful visuals, especially notable in the before-and-after comparisons of the interiors. The final results aligned well with Cadillac’s creative direction, making this project technically demanding yet rewarding from a retouching perspective.
For the BMW XM project, we collaborated with Benjamin Grimes, a multidisciplinary artist proficient in both 3D artistry and photography. Benjamin’s photographic conditions were challenging, so we supplemented his shots with our backgrounds from the same location, enhancing his photo series. While Benjamin handled the 3D aspects, we focused on completing the backgrounds and establishing the project’s color scheme. The result? Powerful images featuring a rarely seen car in CGI projects, offering an intriguing blend of full CGI and photographic elements. Notably, the action shot of the BMW involved replacing a real car with the CGI model, demonstrating various techniques used throughout the project. We had the opportunity to experiment with vibrant colors, enhancing the unique ambiance of the atypical vehicle, making the project even more captivating. Working together on this endeavor was both enriching and enjoyable, highlighting the benefits of collaboration in creative ventures.
