PixelPEC
producing extraordinary content since 2014
IAA
Immersive trade fair presentation with AI-supported media production
client:
Atelier Markgraph
briefing:
For the IAA 2025 in Munich, we helped design an immersive brand presentation that combines architecture, moving images and artificial intelligence.
implementation
At the centre was a branded space, a location designed specifically for the trade fair appearance, where the automotive highlights merged with LED content, sound and light to create a holistic experience.
We further developed the graphic design language developed in the architecture and graphics for the staging on the large-format LED surfaces and brought it to life through animation. This brought the visual appearance of the spatial staging to life on the LED surfaces.
In addition to creating this graphic staging using classic animations that fit precisely into the architecture and LED surfaces, AI was used to create various protagonists who took on the leading roles in some of the installation's films.
The development of the AI-generated personas was based on a detailed cast sheet, which in classic production forms the starting point for casting and actor selection and thus represents the creative foundation. However, the AI-based approach not only eliminated the casting process. The entire downstream production apparatus also changed: studio shooting days, make-up, costumes, DoP, camera, lighting setups and production logistics were also moved to the digital realm.
This alternative workflow was not only faster, but also feasible in terms of budget. A classic live-action film production on this scale would not have been feasible due to the resources, setups and time requirements involved.
With AI, many steps that have to be carried out strictly sequentially in a traditional production could be done in parallel. While character design, visual look and movements were being developed, the first scenes could already be tested, edited and incorporated. This meant that ‘almost final’ visualisations were available very early on in the process – an enormous advantage over a live-action film production.
The ‘directing’ shifted to the computer: via targeted prompts, iterations and digital fine-tuning. Adjustments, new settings and additional takes could thus be implemented within minutes to create an authentic, emotional and forward-looking brand experience.
The result is a radically efficient, flexible and scalable production process that expands creative freedom while reducing production budgets and timelines. This approach made it possible to create an immersive experience in which technology, creativity and brand become one.
Making of:
