Plan a car campaign around the message, vehicle coverage and location logistics, with lessons from Toosuns’ Hyundai and Mercedes-Benz work.
A car campaign needs to communicate more than a vehicle’s appearance. Movement can suggest confidence, interior details can express comfort, and the setting can connect the model to a particular way of living. Automotive film production in the UAE brings those elements together through a carefully planned relationship between vehicle, camera and environment.
The production approach should follow the message. A campaign introducing an electric model may give more attention to design and everyday use, while a luxury saloon film may focus on craftsmanship and a composed sense of movement. Defining that emphasis early helps the team decide which shots deserve the most time.
Translate the message into vehicle coverage
The shot list should distinguish between moving sequences, stationary exterior views, interiors and product details. Each requires a different setup. A driving shot may depend on coordinated vehicle movement, while an interior shot needs careful control of reflections and available camera space.
Automotive video production in the UAE also benefits from a clear list of features to show. Brand teams should identify approved badges, wheels, trim and technology displays before filming. This helps avoid capturing a detail that does not match the version being advertised.
Choose locations for both meaning and practicality
A location contributes to the story, but it also affects access, vehicle movement and the production schedule. A road that looks right in a reference image may not provide a suitable filming setup. Scouting should consider the camera position, background, sun direction and the space needed for the planned equipment.
Controlled movement needs to be coordinated with the appropriate location teams and production specialists. The filming method should suit the shot rather than being chosen simply because a particular rig is available. Rehearsals help the team establish timing before the final take.
Two different campaign approaches
For Hyundai’s Gen Z campaign, Toosuns led creative direction and production in Saudi Arabia. The project covered six vehicles across Riyadh and the Saudi desert, bringing film, photography and campaign imagery into one youth-focused visual approach. The project page describes a controlled street sequence beside King Fahd National Library.
The Mercedes-Benz S-Class campaign takes a different direction. Working in creative collaboration with Mille Creative Agency, Toosuns helped shape the execution and automotive production. The film and photography connect the vehicle’s craftsmanship and performance with the idea of a maestro leading an orchestra.
These examples show why a campaign’s audience and message should guide its production choices. Hyundai was filmed in Saudi Arabia; for a UAE brief, locations, access and logistics need to be planned around the actual shoot location rather than carried over from another market.
Coordinating several Saudi locations in a three-day shoot
For our Hyundai Gen Z campaign, one of the biggest production challenges was fitting several Saudi locations and a demanding series of setups into three shooting days. Moving between locations meant coordinating equipment changes and keeping a tightly packed schedule on track.
The preparation extended beyond the camera setups. We had to coordinate permits and road closures, including a closure in front of Kingdom Tower in Riyadh, and arrange for the boxing ring to be set up in advance.
To manage the schedule, we worked with an advance crew rather than moving everyone together. While the main crew filmed at the first location, the art department was already preparing the second set. Once the photographer completed the required stills at one location, he moved ahead to the next while filming continued.
This required additional people so that preparation and shooting could happen in parallel. The next location could be set up before the filming crew arrived, reducing the amount of setup work waiting for them after each move. For a tightly scheduled automotive campaign, that staffing decision is an important part of the production plan.
For a brand planning an automotive campaign, this highlights why the schedule needs to account for more than filming time. Location moves, equipment changes, set preparation and access arrangements all need space in the production plan. The three-day shoot formed part of the wider campaign development period described on our Hyundai project page.
Preparing the boxing ring outside King Fahd National Library
One of the Hyundai campaign’s most demanding setups placed a female boxer in a ring on the road outside King Fahd National Library. Working closely with the director, we coordinated the boxing ring installation, equipment access, location permissions, road closures and a crane. Setup began the day before filming.
The sequence appears for only a few seconds in the finished film, yet it required a substantial physical set, specialist equipment and advance preparation. Its complexity came from what had to happen before the camera rolled: installing the ring, arranging access, coordinating the location and preparing the lighting and crane. Screen time alone is therefore a poor measure of the production work behind a shot.
This library sequence was separate from the road closure in front of Kingdom Tower. Across the three-day shoot, each location brought its own preparation requirements, managed alongside the advance crew workflow.
Control reflections and preserve design detail
Bodywork reflects the environment around it. Light placement, background and camera angle can therefore change how the vehicle’s lines appear. Exterior setups should be assessed for unwanted reflections and whether important surfaces remain readable.
Automotive photography needs the same attention, with dedicated compositions for campaign images. When film and stills share a shoot, allow time for the vehicle to be positioned and cleaned between setups. Small changes can be visible in close coverage.
Prepare the final delivery before filming
A video production company in the UAE should establish the required durations and formats early. A hero film, a short dealer edit and a vertical social asset may need different openings and different product coverage. The edit should preserve the campaign’s character while meeting those individual needs.
Coordinate these requirements across the shoot and finishing stages. Agree the asset list, approval process and final versions before production so the team captures enough material for the complete campaign.
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What to include in an automotive campaign brief
Before estimating the shoot, separate the creative ambition from the practical requirements. A vehicle travelling through a location, a stationary beauty shot and an interior technology demonstration each place different demands on the schedule.
- Vehicle availability: confirm the exact model, trim, colour, number of vehicles and when each can be prepared and filmed.
- Mandatory coverage: list approved features, badges, interior details and any product claims that need brand review.
- Movement and locations: distinguish moving sequences from stationary shots and identify access or closure requirements for the local production team to assess.
- Film and photography: give each its own deliverables and coverage priorities rather than assuming stills will be taken from the film.
- Launch assets: specify durations, aspect ratios, languages, end frames and intended placements.
- Approvals: name the people responsible for product accuracy, creative approval and final delivery.
On a multi-location brief, ask how the next setup will be prepared while filming continues. Our Hyundai experience shows why advance preparation and sufficient crew can be as important to the schedule as the time spent shooting each scene.
Frequently asked questions
Can automotive films include photography?
Yes. Plan a separate stills shot list and schedule enough time for the required vehicle positions and lighting.
Does every car film need moving road shots?
No. A studio or stationary setup may communicate design and craftsmanship effectively. The brief should determine the filming method.
What belongs in the initial brief?
Include the vehicle and trim, audience, campaign message, required features, locations under consideration and delivery formats.
Explore Toosuns’ automotive campaign work or discuss your next automotive production.
