Slate Auto Preorder

Slate electric truck preorder campaign

Turning Slate's price reveal into a clear, configurable visual story.

Client
Slate
The Brief

Slate had already made a statement with its radically simple, transformable electric pickup. For the price reveal, Workproduct partnered with the team again to turn that moment into a clear visual story: an electric truck, built in the USA, designed to be customizable, useful, and attainable. We created film, social, and graphic design assets for web, social, and brand channels, helping Slate generate millions of views in a matter of days.

AI + CGI Workflow

To reinforce that every Slate truck can be uniquely configured, we designed a hero grid sequence built from a flexible base render that established the vehicle's motion, environment, lighting, and camera. Using Slate's online configurator as reference, we captured an extensive library of vehicle configurations, then used AI assisted workflows to implement the variations quickly while keeping every frame consistent.

Slatemaker vehicle configuration grid
One flexible base

A consistent foundation made it possible to create a wide range of configurations quickly without losing continuity from frame to frame.

Key frame
Frame
AI key frame
Key Frames

AI-Hybrid approach driven by 3D imagery.

and full CGI for control.

Rearview mirror before talent integration
Talent, integrated

The same AI assisted techniques let us integrate talent into CGI backplates, creating cinematic moments that were never filmed and bridging the gap between live action and CG without additional shoots.

Result

A clear, configurable visual story for an electric truck built to be customizable, useful, and attainable, delivered across film, social, web, and brand channels.

—views on YouTube