Isuzu — D-Max & N Series
Seven films · live action and AI · January – May 2026
Two campaigns for Isuzu, working with the client directly: a six-film campaign for the D-Max pick-up, and a commercial for the N Series truck. Both combined conventional production with AI generation. Directed by Yazan Al Assadi for Taron Media.
One location, several worlds
The vehicle was shot for real, from every angle, in a single location. What changed afterwards was the cargo inside the truck and the weather outside it.
That decision came from a practical problem. Several shots in the treatment were difficult to stage at all, and staging them in a UAE summer — long days outdoors, crew and vehicle in that heat — made them harder still. Some of the ideas simply could not be shot the conventional way inside the budget or the schedule.
Generating the variations instead was faster and cheaper, and it left the thing the campaign is actually selling untouched. The truck in every frame is the truck.
Where the line sits
The principle across both campaigns was that AI extends a shoot rather than replaces one. Real footage is the spine: the vehicle, its surfaces, the way light falls on it. Generation handles the parts that are context — a different load, a different sky, conditions that would otherwise mean a second unit, a second location, or a shot nobody could afford.
For a product as physical as a truck, that distinction matters. A buyer looking at a pick-up is looking at the metal.
The two campaigns
| Campaign | Dates | Scope |
|---|---|---|
| D-Max | Jan – Apr 2026 | Six films |
| N Series | Mar – May 2026 | Commercial, AI extended in the edit |
Credits
| Client | Isuzu |
| Director | Yazan Al Assadi |
| Production | Taron Media |
| Dates | January – May 2026 |
Further reading: Where we drew the line on AI in an automotive campaign — how the decision was made about which parts of the frame AI was allowed to touch.