Maison BETC Paris has developed a very different campaign for the launch of the Alpine A390 electric car – a thinly veiled hit at the current vogue of car brands promoting autonomous features. This car, the brand’s first 100% electric sports fastback, defends a strong conviction – technology should liberate humans, never replace them.
That message is housed in a techno-futuristic and authoritarian universe, where robotisation and automation have absorbed all forms of individual freedom – there’s autonomous mobility, standardised traffic, and the total disappearance of humans behind the wheel. In this ultra-regulated world, an anomaly arises, a woman decides to take the wheel of the new Alpine A390. A subversive act that goes against the established order.
The film, directed by Nicolai Fuglsig and co-produced by Wanda and MJZ, adopts a cinematic visual treatment combining live action and computer-generated imagery. Developed without the use of artificial intelligence for perfect control and unparalleled quality, the production relied on VFX studio, The Mill, to create its effects. The visual impact is amplified by the solemnity of Fauré’s Requiem, which gives the story an almost sacred dimension.
“In a world where everything is automated, getting back behind the wheel becomes an act of freedom. We wanted to show the emotional power of a simple gesture – driving. The Alpine A390 embodies this rediscovery of pleasure in the face of an overly controlled future,” stated Nicolas Lautier, executive creative director at Maison BETC Paris.
The launch of the Alpine A390 is a decisive step for the brand. By venturing into uncharted territory, it proves that it is possible to explore new segments while remaining true to its founding principles – placing driving pleasure at the heart of the electric era.
“The Alpine A390 opens a new chapter for Alpine, and this film expresses our conviction that technology is only worthwhile when it makes us feel alive,” commented Patrick Fourniol, marketing director at Alpine.
The film will be broadcast worldwide in 2026 and in France from December 24 in 30-, 45-second, and 60-second formats.
Credits:
Brand: Alpine
Creative Agency: Maison BETC Paris
Executive Creative Director: Nicolas Lautier
Copywriter: Olivier Mille
Art Director: Morgane Alexandre
Production Companies: Wanda & MJZ
Director: Nicolai Fuglsig
DOP: Mattias Boucard
