Hybrid production for the BMW iX - AI, CGI & creative retouching by RECOM Hamburg for Alex Rank
For the new BMW iX campaign, RECOM Hamburg delivered a hybrid production that blends AI-generated elements, CGI and creative retouching into one cohesive visual system. The work proves a simple point: strong photography and advanced post-production don't compete - they compound.
The images feel grounded yet slightly ahead of their time. Calm, precise, and perfectly matched to a premium electric SUV.
How the hybrid workflow came together
Photographer Alex Rank - known for technical control that still hits emotionally - partnered closely with RECOM Hamburg to shape a clear narrative for the iX: confident, luxurious, and assured. RECOM stepped in as a digital co-creator, from virtual lighting and CGI integration through to the final look.
- Virtual lighting set the visual baseline and ensured consistency across angles and environments.
- CGI extended reality - from surfaces and structures to clean reflections - without breaking believability.
- AI-generated elements filled strategic gaps and added subtle sophistication where a reshoot or heavy build wasn't practical.
- Creative retouching unified materials, scale, atmosphere and color into one final language.
The tech served the photography - not the other way around. That's why it feels real.
Why this matters for creatives
This approach gives you control without killing spontaneity. You can move fast in pre-production, lock the story, and keep options open for post.
- Set the narrative and aesthetic anchors first. Tools come second.
- Use quick AI concept passes to explore directions, then commit to a clear treatment.
- Create a shared lighting bible (key ratios, WB, exposure) to align set and post.
- Build modular CG assets so you can iterate without reshoots.
- Retouch last to unify materials, micro-contrast and reflections across the set.
- Keep a decision log. It saves hours and prevents back-and-forth later.
The aesthetic
Every frame sits in that sweet spot between tactile and futuristic. Minimal noise. Clean geometry. A confident calm that suits the BMW iX's design and character.
Credits
- Post Production: recomPOST c/o recom GmbH & Co. KG
- Photographer: Alex Rank
- Tags: Berlin, Hamburg, CGI, Post Production, Final Artwork
About RECOM GMBH & CO. KG
RECOM delivers high-level CGI for stills and film, exceptional retouching, creative consulting and other digital craft. With studios in Berlin, Brooklyn, London, Stuttgart, Paris, Munich, Sofia and Hamburg, they operate with global capacity and boutique agility.
The team thrives on close collaboration with creatives - agencies, photographers, directors and brands. From roots in analogue film to the new possibilities of AI, their focus stays the same: sharp eyes, strong direction, and translating emotion through technology.
Further learning
If you're building a hybrid pipeline or upskilling your team on AI for production, explore curated options at Complete AI Training.
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