Beyond the hero film: Buick's new campaign is a first in automotive

When General Motors asked SuperHeroes to create an entire campaign for the Buick Envista using AI, we knew it was a game changing moment.

What followed was far more than simply using AI as a tool: it was building an entire campaign from the ground up at massive scale, while keeping every piece creative, human, and genuinely entertaining.

We moved beyond the old model of producing one hero film and cutting it into smaller assets. Instead, we created four distinct creative universes, each purpose-built for the unique behaviors and audiences of TikTok, Meta, YouTube, Pinterest, and Reddit.

Four Global Artists

We brought in four incredible artists from our JIMMY collective – Ulises.Studio, Jon Uriarte, Üemüet Yildiz, and Holden Boyles – to anchor the entire campaign.

Together with the artists we developed a creative strategy with four distinct worlds and creative approaches, injecting fresh energy, style, and personality into the Buick Envista.

Created by Humans.

Powered by AI.

AI gave the team insane speed and endless possibilities, but human taste, craft, and obsession were in the driver’s seat the whole time.

Our artists went through it. Hundreds of generations, brutal curation, endless iterations, a healthy dose of post production and pure human judgement hunting for those perfect moments that actually sparked an emotion. The goal wasn’t just more content, but better content, more fun, fresh, and unmistakably Buick - at a time where Generative Video was still in its early stages.

Four Ways to Drive Exceptional

Each world brought a different side of the independent spirit (curiosity, confidence, creativity, and style). Every bucket featured two executions: one set in vibrant urban scenes and one in open coastal settings. This allowed us to show the Envista thriving in both city and open-road freedom.

Brand-led: Surreal design and uplifting drives

The Envista cruising through the city or coast with colorful orbs floating in its wake, turning coffee runs and errands into joyful adventures.

Feature-focused: Slick and cinematic

Flowing metal worlds that twist and form around the Envista’s signature roofline and next-level infotainment screen.

Art-led: artful thumbstoppers

The Envista floating into a parking lot on balloons like a celebrity or getting dramatically lit up by a circle of cars paying respect.

Character-driven: if traffic lights could talk

Cheeky stoplights holding the red light a little longer just to admire the car, or they’re rolling out the VIP green light treatment.

Over 700 assets delivered

AI gave the team the speed to create at scale, making Buick the first GM brand to launch AI video production at scale like this. We delivered short form videos and static assets, all versioned for Meta, TikTok, Pinterest, Youtube, and Reddit.

The real win? Everything stayed fun, sharp, and entertaining. No AI slop, just high energy creative that made Buick feel fresh, stylish, and made for Gen Z and Millennials.