For TVM Insurances and Havas Lemz Amsterdam, a new AI-driven campaign was developed somewhere between classic photography, generative image creation and cinematic post production. Together with photographer and AI director Arthur Mebius c/o Monday in May, Jan Ruinard accompanied the production process over several months - from the initial shoots to the final AI-generated visuals and motion assets.
The newly released visuals combine classic advertising photography with a deliberately hyperreal AI aesthetic somewhere between corporate campaign imagery, cinematic lighting and surreal transportation worlds. Throughout the entire process, Jan Ruinard acted as Executive Producer and Traffic Manager, overseeing budget control, production coordination, presentations and all communication between client, agency and creative teams.
Jan Ruinard about the production: "Following lengthy budget negotiations, we photographed nine employees of TVM Insurances in mid-February. Photographer and AI director Arthur Mebius then set to work, using the faces and physiques of the nine people to create nine AI visuals. Step by step, in close consultation with both the advertising agency and the client, we progressed through five interim presentations, refining the prompts and realising the final nine visuals. To make things clear, particularly for the client, we presented the process as a funnel. And after photographing the nine employees, we began by filling the top of the funnel, which gave us nine initial images that could still be easily adjusted.
And so, after each presentation, we set to work with the client’s feedback, moving one layer deeper into the funnel. Ultimately, not without having overcome a few difficult hurdles, we succeeded in producing nine approved visuals that will be used in all of TVM Insurances’ communications over the coming year. Finally, three visuals were selected, which Arthur Mebius turned into short videos using various AI tools."
TVM Insurances has been one of the leading transport and logistics insurance companies in the Netherlands for more than 60 years, specialising in transport, logistics and marine insurance services.
More information about Jan Ruinard and his services can be found on his website. Together with his team, he manages international transportation, automotive and fashion productions - from campaigns and shoots to complex photo, film and AI projects in Amsterdam, Rotterdam and far beyond.