Reimagining Car Launches — Faruk Heplevent // THE SCOPE Studio

Faruk Heplevent, Founder of The Scope Studio, explores the power of CGI in modern automotive marketing. During a traditional photo or video shoot, you inevitably relinquish a significant degree of control. However, CGI promises a level of control and precision that was previously inconceivable, and it's poised to revolutionize the way car manufacturers present their latest vehicles to the world. Today, Faruk discusses reimagining car launches.

About the speaker

Faruk Heplevent

THE SCOPE Studio

Faruk Heplevent is Founder at The Scope Studio

Part 1 Reimagining Car Launches — Faruk Heplevent // THE SCOPE Studio
Part 2CGI’s Role in Modern Marketing — Faruk Heplevent // THE SCOPE Studio

Show Notes

02:06

The Scope Studios role in car advertising

In the CGI space, The Scope Studio specializes in creating launch productions for secret cars that can't be photographed on location before the official unveiling. Their focus is on producing stills and films to introduce the car to the world, with the campaign following later.
05:09

CGI in car advertising

Car ads featuring dancing hamsters and scenic drives down the Californian coast are useful for piquing initial customer interest. However, CGI is used to showcase product benefits at a later stage in the customer journey when consumers are closer to making a purchase decision.
07:30

The benefits of leveraging CGI for car advertisements

One of the key advantages is sustainability, as it eliminates the need to transport physical cars. CGI allows for a circular production process where various factors can be continually adjusted, so visual assets can be produced under ideal circumstances.
08:57

Using CGI for visual assets in production

During COVID, The Scope Studio developed a tool to create CGI cities that resemble places like New York and LA without being exact replicas. This approach helps with intellectual property concerns and provides creative control over lighting in the city,
10:15

CGI marketing budget considerations

The cost is generally around 20% less than traditional real shoots, but it can be even lower. The pricing varies depending on the specific CGI production needs, such as running footage or launch productions, which may have different requirements and timelines.
11:08

The future of CGI in advertising

Advertising shouldnt be 100% CGI, but its valuable in the car industry in terms of digital twins and product updates. CGI provides greater control and flexibility, allowing designers to make changes on the fly, and avoiding issues that can arise during traditional shoots.

Quotes

"Dancing hamsters does the trick if you have the brand to go with it. Having the 50th car commercial where a car drives along the California coast, not sure how successful that is marketing-wise." - Faruk Heplevent
"One of the advantages of using CGI in car advertising is sustainability. You don't have to transport a car. We use renewable energy to have digital twins anyway, so we can produce visual assets under ideal circumstances." - Faruk Heplevent
"We have a tool where we can create generic cities that are New York or LA lookalikes, which helps you with IP so you don't have to pay location owners, and we can control the light." - Faruk Heplevent
"Very roughly, what we say is that the cost of CGI is 20%, less than a real shoot. Usually, it can be much less depending on the offering." - Faruk Heplevent