Artificial intelligence makes knowledge instant and accessible to everyone. But can you truly ‘know’ something without feeling it? Maserati poses this question in a thought-provoking campaign, Do AIs Dream of Driving?
The AI-generated film created by independent creative agency DUDE and produced by innovation specialists, FM, celebrates Maserati’s uniquely human experience behind the horsepower – by showing that while intelligence can become artificial, emotions don’t.
The campaign tells the story of the brand’s greatest engine, the Nettuno – designed and built entirely by Maserati in its facility in Modena, Italy – from an unexpected perspective.
From a creative point of view, artificial intelligence was integrated into the heart of the concept as a creative choice that served the storytelling, rather than a shortcut. Post-production studio and AI specialist, Studio FM, brought the idea to life with a realistic look that intentionally preserved a few subtly disorientating details. The protagonist was selected through a traditional casting process and compensated for the use of both their image and their digital twin, generated using AI technologies. The setting and styling were also artificially created, based on an extensive visual research process shared between the creative team and the brand.
All phases of the project, from casting and direction to post-production, were carried out by human professionals, in accordance with an ethical protocol developed by FM to ensure transparency, protect individual rights, and value creative work.
Do AIs Dream of Driving? will run globally on Maserati’s Instagram, Facebook and YouTube channels.
Chiara Monticelli, creative director, DUDE Milan, stated, “Thanks to Maserati and Studio FM, we had the opportunity to experiment with an entirely new video production process, fully driven by AI-generated creation. This project represented an important step forward for us in the evolution of creative processes – where artificial intelligence supports and enhances human creativity without replacing it.”
Credits
Client: MASERATI
Global Brand Creative Director: Pietro Zambetti
Global Head of Social Media & Digital Storytelling: Caterina Iotti
Global Social Media: Ludovica Piccioni
Creative Agency: DUDE MILAN
Chief Creative Officers & Partners: Livio Basoli & Lorenzo Picchiotti
Creative Director: Chiara Monticell
Senior Art Director: Antonio Gambino
Copywriter: Alessandro Magnani
Business Director: Elena Panza
Account Director: Ilaria Belcastro
Account Manager: Silvia Asta
Junior Account: Zoe Agnese
Chief Strategy & Innovation Officer: Lorenzo Foffani
Head of Content: Ludovica D’Aquino
Strategy supervisor: Michelangelo Ferracane
Integrated Production Director: Matteo Pecorari
Producer: Irene Taverna
Junior Producer: Luca Murru
Post Production Director: Seba Morando
Senior Post Producer: Miriam Ottina
Editing Supervisor: Federica Ruggeri
Junior Editor & Motion Designer: Alessandro Menotti
Editing and AI Post Production: FM Photographers
Music Composition, Sound Design & Audiomix: Tommaso Porro
VoiceOver: Voxfarm
