What It Takes to Deliver a Global Automotive Launch

Behind ambitious international productions are hundreds of moving parts, specialist disciplines and people working across borders towards one shared objective.

CEER’s introduction of the EXOBOT Sedan and SUV was much more than the release of a launch film. It marked the public arrival of Saudi Arabia’s first automotive brand and demanded a level of ambition appropriate to that moment.

Produced by NaF+ for Them Again, the film brought together live action, cinematography, post-production and VFX within a wider launch spanning content and live experience.

As Executive Producer, my role was to help turn that ambition into a coherent production: building the right team, connecting creative and practical decision-making and maintaining clarity across every stage of delivery.

I worked alongside producer Pascale Moujaes, post-producers Joanne Ghosn and Natasha Demetriou, directors Piggy Lines and Alastair Clark and Director of Photography Bernd ‘Wondo’ Wondollek. Alastair also led the film’s VFX.

Projects of this scale are never simply about producing what appears on screen. They rely on many creative, technical and commercial elements moving together without losing sight of the original idea.

That is the part of the work I have always valued most: bringing talented people together, creating the conditions in which they can do their best work and turning a bold idea into something real, coherent and capable of reaching a global audience.

The launch was watched live by more than 300,000 people, with over half a billion organic social impressions generated following the initial announcement. The figures reflect the scale of the moment, but the achievement belongs to the people and partnership behind it.