Lexus ES 2026 — Another Dimension of Creativity
/ Overview
Another Dimension of Creativity — a full GenAI automotive film for the all-new Lexus ES 2026, created by Cyborg Studios for Lexus KSA.
What if an idea born in Japan could understand a journey thousands of kilometers away? That question became the starting point for the official Lexus ES 2026 TVC: a cinematic film that connects two worlds across time and distance — the designers, engineers and craftspeople shaping the Lexus experience in Shimoyama, Japan, and a Saudi family experiencing that vision on the roads of the Kingdom.
Every line imagined becomes form. Every detail refined becomes comfort. Every technology tested becomes experience. Every idea created there finds its meaning here.
Credits
Client
Lexus KSA
Agency / Full GenAI Production
Cyborg Studios
Creative Storytelling & Music
Sameh Al Tawil
Director
Abdulraham Hammad
Production Manager
Shrief Al Houssainy
AI Flow Architect / Project Manager
Adel Gamal
AI Art Director
Muhammad Ashour
AI Designer
Arwa Alaa
AI Flow Operator
Mohamed Sabry
AI Design Intern
Yara Shrief
Voice Actor
Mohamed Huwaimel
Editing & Sound Design
Mohamed Adel
Mixing & Mastering
Garage Studio — Hosny Ali
/ Project Details
NameLexus ES 2026 — Another Dimension of Creativity
ClientLexus KSA
IndustriesAI Film, Commercial
Year2026
/ Challenge
Lexus has always existed at the intersection of craftsmanship, technology and human experience. Rather than making a film simply about the features of a new car, the brief was to explore the thinking behind those features — the invisible relationship between the people who create them and the people who ultimately experience them.
A line drawn by a designer in Japan becomes the character of the car in Riyadh. A material carefully selected in Shimoyama becomes something a passenger touches thousands of kilometers away. A technology tested again and again becomes an experience that feels effortless. The distance disappears; what remains is creativity designed around the human being.
/ Provided Services
Creative concept & storytelling
The two-worlds narrative, script and structure behind the film.
Full GenAI film production
The complete TVC, conceived and produced generatively from day one.
Art direction
A single cinematic language across characters, locations, car, light and camera.
Original music
Score composed for the film by Sameh Al Tawil.
Voice-over
Arabic narration.
Editing, sound design & post-production
Cut, sound, mix and mastering to broadcast delivery.
/ Solution
Two worlds, one experience. The film moves between Shimoyama and Saudi Arabia, drawing visual connections between creation and experience. From contemporary Riyadh to the heritage of Diriyah and the dramatic Saudi landscape, the journey gradually moves from architecture and technology toward nature and emotion.
Japan represents the act of imagining. Saudi Arabia represents the moment that imagination becomes real. Together they form a single cinematic world built around the Lexus ES.
/ Tech stack
AI casting & character consistency
The same people, recognisable from scene to scene, across both worlds.
Environments
Shimoyama studios, contemporary Riyadh, Diriyah and the Saudi landscape.
Automotive visualization
The ES 2026 rendered with the precision a premium automotive film demands.
Virtual cinematography & motion generation
Camera movement, time of day and continuity controlled shot by shot.
Music, sound & post
Generative pipeline output finished with score, sound design, mixing and mastering.
/ Process
This was not a conventional production enhanced with AI — it was conceived as Full GenAI from day one. Cyborg Studios developed the project through an integrated generative filmmaking pipeline covering creative concept, storytelling, art direction, AI casting, character consistency, environments, automotive visualization, virtual cinematography, motion generation, music, editing, sound design and final post-production.
The challenge was never to generate beautiful individual images. It was to build a coherent cinematic language across characters, locations, automotive design, lighting, camera movement, time of day and narrative continuity — while maintaining the visual precision expected from a premium automotive film.
/ Pipeline
Concept & storytelling
The idea, the script and the two-worlds structure.
Art direction
Look, palette and the visual bridge between Japan and Saudi Arabia.
AI casting
Characters cast generatively and kept consistent across the film.
Environments & car
Locations and the ES 2026 built as one continuous world.
Virtual cinematography
Camera, lighting and time of day designed per shot.
Motion generation
Shots brought to life with controlled movement and continuity.
Music, edit & sound
Score, cut, sound design, mixing and mastering.
Post-production
Final finishing to broadcast delivery.
/ Results
Human direction, generative production. The project was creatively led by Sameh Al Tawil, Chief Creative Officer of Cyborg Studios, bringing storytelling, art direction, filmmaking, music and multiple generative disciplines together within one orchestrated production workflow.
The technology changed many aspects of how the film could be produced. The principles behind filmmaking did not: concept, emotion, composition, performance, rhythm, sound, detail. At Cyborg Studios we don't see AI as the idea — the story is the idea. Generative AI is the filmmaking medium that gives us new possibilities for how that story can be imagined and brought to life.
بُعْدٌ آخَرُ لِلْإِبْدَاعِ — Another Dimension of Creativity. Lexus ES 2026 — A New Dawn of Lexus.
