Film-Making in the Age of Artificial Intelligence Film-Making in the Age of Artificial Intelligence
Film-Making in the Age of Artificial Intelligence Film-Making in the Age of Artificial Intelligence
https://www.sleek-mag.com/article/film-making-in-the-age-of-artificial-intelligence/
Publish Date: 2026-05-29 10:10:00
Source Domain: www.sleek-mag.com
Creative Impact
29 May, 2026
Photography by Cansu Kuscu.
In Cannes, BMW explores how AI is reshaping the future of cinema.
“At its core, Cannes has always been about human creativity, and that is something worth protecting,” said Iris Knobloch, President of the Festival, during the opening weekend. Artificial intelligence has taken center stage in the discussions surrounding the 79th Cannes Film Festival on the French Riviera. Shining a spotlight on the very best of global filmmaking, this year’s edition felt like a symbolic crossroads between legacy and future, centered around a fundamental question: what does it mean to create in an AI-driven world?
On the occasion of launching the new BMW 7 Series, Paris-Tokyo-based multidisciplinary director Victor Boccard was commissioned to explore filmmaking between the physical and digital. Included alongside him were BMW brand voices Alton Mason, William Abadie and Palina Rojinski. “I started creating the first part of the short film with a few sketches of the BMW i7 and brought it to life while travelling around the world using nothing but my laptop and AI. How would you do that in a traditional creative way? Impossible. It’s such a revolution.” Still, the director is confident that AI won’t eclipse human talent. “I don’t see it as an independent force,” he says, “but as a tool that can extend and enhance our skills while requiring direction.” The final scenes of the project were shot in Cannes during sunset and sunrise on Boulevard de la Croisette. “Merging digitally generated imagery and analog film feels contemporary, yet unexpected,” Boccard explains.
On La Croisette, Cannes’ most glamorous street, everything seems to revolve around Hôtel Martinez,…
