American Express | The Bouquet

I was inspired by a single, fleeting Instagram photo of a Vespa rider cutting through the Italian countryside, and I was curious about whether things like instinct, taste, and narrative craft will still matter when the entire pipeline is artificial.

As of January of 2026, they do still matter. But only because the process of creating this was tedious and time-consuming. It required an incredible amount of specificity in creative direction, a ton of patience, and a fair amount of frustration.

I set out to make something that felt like it was really filmed in the Italian countryside. Right now the question is "could it pass as real?"

But by the time you're reading this, every model I used to generate this spot will be obsolete.