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Cross X33
2024
Feel the rush before the engine even starts.
To launch MVM’s Cross X33, we crafted a high energy film blending hyper real CG with sleek live action footage. Built in Cinema 4D and rendered with Redshift, the spot opens in a stylized cityscape neon lights streaking across the SUV’s curves as it drifts through tunnels and cruises elevated highways. Live action shots captured on RED Komodo cameras merge seamlessly with the digital world, framing the car like a piece of high performance tech. The final sequence lands the Cross beneath a glowing lightwall, giving its bold new grille a hero moment.
From early look development to the last render, our vision was guided by one word: power. We explored everything from glossy neutral backdrops to saturated urban palettes, eventually landing on a moody tungsten-blue world accented with sharp amber highlights. Each layer volumetric lighting, subtle reflections, rain FX was carefully tuned to feel cinematic, not game like. The result is a film that looks as sharp as the Cross drives: bold, clean, and made to turn heads.
This wasn’t just a car ad it was a design challenge. We pushed the limits of blending physical and digital, creating an atmosphere where speed, strength, and sophistication collide. The outcome! A spot that doesn’t just show the Cross X33 it feels like it.
Credits
LECH
Group Creative Director
Ali Mory
Creative Director
Ali Mory
Ramin Gorji
Storyboard
Sepehr Shamloo
Modeling
Ramin Gorji
Ali Mory
Sound Design & Music
Amir Rostami
Director of Photography
Reza Mahmoodi
Design Director
Golnaz Behzadi
3D Animation
Ali Mory
Sepehr Shamloo
Ramin Gorji
Rendering & Lighting
Ali Mory
Ramin Gorji
Alireza Moradpour
Milad Ebrahimi
Golnaz Behzadi
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