Ineos Fusilier

Building visual character around a new automotive proposition.

AI-supported creative exploration for the INEOS Fusilier, developing distinctive visual territories around product, attitude and environment.

The new INEOS Fusilier: Pushing boundaries between night and day.

This visual concept places the INEOS Fusilier in an unseen environment, playing with the viewer’s perception. Inspired by bright night photography that feels like daylight, the image leaves the question open: is this a night shot or a day shot?

The vehicle is bathed in hard, full-moon light — cool in tone yet unusually bright, revealing sharp details and deep textures.

This light quality creates an almost hyper-real clarity while preserving long shadows and a subtle sense of stillness.

The overall effect disrupts the human sense of time, allowing the Fusilier to stand out with enduring presence, making the moment last and standout.

Better by AI
– A Full AI Concept

Automotive Campaign
Creative Direction
AI Creative Direction
Look Development
Automotive Branding

Andrea Wald —
Executive Brand Director

Building distinctive brands from
strategy to experience.

Berlin · Working internationally 

WaldBranding™
Westhofener Weg 5
14129 Berlin

Andrea Wald
Brand & Creative Director
+49 179 70 10 632
a.wald@waldbranding.com

© WaldBranding™ 2026 | Privacy policy | Imprint