Visual Content

The CITROËN AMI is by far Citroën’s smallest car – well technically it’s a 100% electric quadricycle with a 46 mile range and a max speed of 28 mph.

In France, anyone over 14 – even without a license – can drive the vehicle and it starts at around $9600. With a rap sheet like that, and from a savvy and offbeat brand like Citroën, parent company Stellantis had a smart, surprising and fun social campaign in mind to mark the car’s official launch in the spring of 2024. Citroën tapped Superbien to produce a suite of digital visual content: four 15-second fake AR videos and the Superteam had a blast helping AMI, the perfect urban companion, takeover Europe in style. 

Setting the standard for French automotive excellence since 1919, Citroën is a juggernaut of the global car industry. From the workhorse 2CV – originally designed as the farmer’s efficient alternative to a horse and cart and produced consistently for 40 years – to the most legendary billboard in history – Citroën famously lit up the Eiffel Tower with a colossal sign from 1925 to 1934 – the carmaker has an unparalleled, no-fuss confidence and a flair for getting attention. The concept behind these fake AR videos matched that surprising simplicity perfectly. 

A vehicle for the people cries out for a revolution – and fittingly the motto for this campaign was “join the revolution.” Superbien envisioned a quirky army of AMIs invading urban public spaces by unexpected means. The diminutive dynamo overruns the Arc de Triomphe, the Sagrada Familia, the Colosseum, and in a very cheeky callback, the Eiffel Tower itself, floating in and around the monuments, carried by translucent balloons emblazoned with key features of the AMI. It’s 100% electric, only 50 Euros a month and it can literally fit anywhere, including through the top of the Arc? Revolutionary indeed. 

After extensive storyboarding and previsualization in Unreal to get the camera movements, framing and quality of actual user-generated content just right, the Superteam hit the road. Motion designers and creatives fanned out across Paris, Barcelona and Rome, carefully capturing the exact shots the planned animation would require. Armed with real footage, 3D models of the AMI, and a tight, playful narrative, the Superteam animated the balloons to mimic AR activations and designed quintessential first-person audio like wind muffle, street sounds and crowd noise and – voila! Four powerful little videos – short, sweet, and punchy as anything. Just like the AMI itself.