Cupra Connect

CUPRA needed the full set of videos explaining their Connect app: pairing, lights, climate control and every function the driver can trigger from their phone.

CUPRA is a performance brand with a very defined visual identity. Handing its owners a generic-looking tutorial was never an option. The brief was clear: functional content, but produced and finished to the same standard as the brand’s campaigns.

The library required two very different worlds: a workshop environment and an exterior parking setting, both unmistakably CUPRA.

A real premium workshop that photographs well doesn’t exist on demand, and shooting real cars in real exteriors multiplies logistics, permits and weather risk across every video in the library.

The hardest part was invisible: making a real car sit believably inside a built or generated environment, shot after shot, with reflections and light that survive scrutiny on a bodywork designed to catch the eye.

One stage, two worlds, two shooting days. The whole production happened on a single stage: one day of set construction and rigging, then two days of shooting.

A premium workshop built from scratch. Our art department designed and dressed a full workshop set piece by piece specifically for CUPRA: materials, textures and props aligned with the brand’s dark, performance-driven aesthetic. Nothing rented as-is, everything curated.

AI-generated parking environment on LED. For the exterior videos, we generated an ultra-realistic parking background in-house with AI and played it on large LED screens behind the real car. The screens light the vehicle naturally, so the reflections on the bodywork belong to the scene.

Real cars, real app. The cars moved in and out of set and the presenters used the actual Connect app on camera. No fake UI, no simulated interactions.

Obsessive post-production. Weeks of in-house post: integration, cleanup, retouch and grade, checking every reflection and every edge where the real vehicle meets the generated world.

A complete how-to video library for the CUPRA Connect app, ready for publication and consistent with the brand’s campaign-level standards.

Two shooting days for every environment in the library. No locations, no weather, no compromises on light.

Part of a combined production with SEAT that delivered over 40 pieces of content from the same stage and system.

Functional content that looks like the brand. The first thing a new CUPRA owner watches feels like CUPRA, not like a manual.

Brand experience doesn’t end at purchase. For a brand like CUPRA, the tutorial is part of the product. The craft has to be there precisely because the customer has already said yes.

Art direction is what sells the illusion. The AI backgrounds and LED screens do the heavy lifting, but the physically built workshop is what makes the whole world feel tangible. Real props ground generated environments.

Demanding briefs make better systems. The level of detail this project required forced a production pipeline where real and generated elements coexist frame by frame. That pipeline is now a repeatable system, not a one-off.