Deepal S07 AI Product Video Brings Generative Filmmaking to Thailand
The Deepal S07 AI product video is a fully generative AI digital and integrated media campaign produced by I-dac Bangkok for Changanthailand, published in Thailand in December 2024, in which every single shot was created using artificial intelligence tools with no real field production conducted anywhere in the process.
Changan entered Thailand in 2023 as part of its international new-energy-vehicle expansion, according to reporting archived at Autonews Gasgoo, establishing DEEPAL as its primary sub-brand in the market rather than leading with conventional Changan branding. The S07 and L07 were the first Thai DEEPAL products, with pricing revealed at the 40th Thailand International Motor Expo, as documented by linkedin.com and autonews.gasgoo.com. The 2024 S07 AI product video represented the next phase of that market entry, built entirely around Deepal's founding communication platform: "Touch the Future."
The campaign's production timeline was structured in two stages. The initial version, produced for the Australian market, took approximately five weeks from start to finish, as noted by adsoftheworld.com. The Thai adaptation required approximately two additional weeks, resulting in four distinct edits in total. One version was formatted at a 5:1 aspect ratio specifically for a release event in October 2024, according to the same source. The Thai-language version published in December 2024 carried a title translating broadly as "DEEPAL is ready to take you to experience the future of driving designed for you," a direct expression of the brand's positioning in the Thai market. The campaign was submitted to adsoftheworld.com and archived as a December 2024 Changanthailand asset created by I-dac, earning a Clapboard Score of 63 out of 100 on Clapboard.com.
Thailand's automotive market underwent significant pressure in 2024. The country registered approximately 572,675 new vehicles during the year, representing a decline of more than 25% year over year, according to data cited by Cms Scout Asia. Against that contraction, electric vehicles emerged as the one area of structural growth, creating a strategic opening for new-energy-vehicle brands including Deepal.
The Thai Board of Investment reported that EV sales reached approximately 76,000 units in 2023, nearly eight times the level recorded in 2022, equivalent to roughly twelve percent of total vehicle sales at that time. In the first quarter of 2024, EV market share in Thailand reached approximately fourteen percent, according to the same source. The Electric Vehicle Association of Thailand forecast approximately 150,000 EV sales across the full year 2024, representing around twenty percent of vehicle production, as reported by carnewschina.com. Within that expanding segment, established competitors set the competitive benchmark. Toyota retained approximately 38.5% total market share in Thailand in 2024, according to Toyota Co Th, while Chinese EV brands had rapidly populated the consideration set for Thai consumers looking beyond legacy manufacturers.
Changan's strategic choice to lead in Thailand with the DEEPAL sub-brand rather than its own nameplate reflected a deliberate positioning play, separating the EV offering from any conventional automotive heritage associations. The "Touch the Future" platform, first deployed around the 2023 Thai launch and delivery activities as documented by linkedin.com, gave I-dac Bangkok a clear creative mandate for the S07 AI product video: demonstrate technological ambition through the medium of production itself, not merely through product messaging. Using generative AI as the production method made the campaign's form a direct argument for the brand's innovation credentials in the Thai digital landscape.
László Gaál directed the Deepal S07 AI product video and served simultaneously as AI artist and post-production lead, according to adsoftheworld.com and a LinkedIn post published December 20, 2024. His approach eliminated conventional field production entirely. As Gaál stated on LinkedIn: "every single shot is genAI, no real field production was done." The production house was EQ, also known as Exotic Quixotic, with the project commissioned by I-dac Bangkok under the leadership of Chief Content Officer Bryant Chou, alongside Shuo Jiang and Maher Hayfa, all three of whom Gaál publicly credited on LinkedIn for trusting him with the project.
The technical challenge was considerable. Generative AI models had no prior training data for the S07 model, as the car was newly introduced to the market. The team therefore trained the AI specifically on the vehicle's exterior, interior, and driver representation before any generation work could begin, a process documented in the campaign notes archived at adsoftheworld.com and cross-referenced by Roastbrief Us. Trained still images were then fed into Runway to generate the video clips that compose the final film. The full toolkit used across the production included Runway, Magnific AI, Blackmagic Design, and Midjourney, as detailed by Gaál in a subsequent LinkedIn post dated January 23, 2025.
The four versions produced from this single AI-driven pipeline — including the 5:1 aspect ratio cut for the October release event — demonstrate how a generative workflow enables format flexibility without the cost multiplication that conventional production would require. In Thailand, where the campaign was published in Thai language with localised messaging rooted in the "Touch the Future" platform, the visual language of the film reinforced the brand idea through its very method of creation, positioning Deepal as a brand whose relationship with technology extends from product to communication.
The Deepal S07 AI product video recorded 1,555 views, 17 likes, and 1 comment on the YouTube channel associated with the Thai release, as documented by youtube.com in campaign records archived on clapboard.com. No verified performance data beyond these platform-level figures is publicly available, and no reviews of the campaign appeared in trade publications including Campaign, Ad Age, Adweek, The Drum, or Contagious, per research compiled by clapboard.com.
Structural analysis, however, reveals genuine effectiveness at the level of production innovation and strategic alignment. The decision to train a generative AI model from scratch on an undocumented vehicle — one that existing models had never seen — and to produce a broadcast-quality launch film without a single day of real-world shooting represents a meaningful advance in automotive production methodology. For a brand newly entering the Thai market, the cost and time efficiencies are significant: the entire pipeline from briefing to Thai-market delivery ran across approximately seven weeks in total, according to adsoftheworld.com.
The campaign's alignment between medium and message is its strongest structural asset. In a market where EV penetration was accelerating rapidly and where Deepal needed to differentiate itself from both legacy automotive brands and a crowded field of Chinese EV competitors, producing the launch film entirely through AI meant the production method itself communicated the brand's "Touch the Future" positioning without any additional copy required. The Clapboard Score of 63 out of 100 reflects a campaign that executes a technically ambitious concept with craft and strategic coherence, while acknowledging that public engagement metrics and wider media coverage remain limited at this stage of the brand's presence in Thailand.
The Deepal S07 AI product video is a fully generative AI digital and integrated media campaign created by I-dac Bangkok for Changanthailand, published in December 2024. Every shot was produced using AI tools including Runway, Midjourney, and Magnific AI, with no real-world field production conducted at any stage of the filmmaking process.
László Gaál directed the campaign and served as AI artist and post-production lead, according to adsoftheworld.com. The production house was EQ, also known as Exotic Quixotic. I-dac Bangkok, led by Chief Content Officer Bryant Chou alongside Shuo Jiang and Maher Hayfa, served as the agency behind the Deepal S07 campaign.
The production used Runway, Magnific AI, Blackmagic Design, and Midjourney, as detailed by Gaál on LinkedIn in January 2025. Because generative AI models had no existing knowledge of the S07, the team trained the model specifically on the car's exterior, interior, and driver before generating the video clips that form the final film.
The initial Australian version took approximately five weeks to produce, according to adsoftheworld.com. The Thai adaptation required approximately two additional weeks. In total, four different edits were produced, including a 5:1 aspect ratio version used at a Deepal release event in October 2024 in Thailand.
The Deepal S07 AI product video received a Clapboard Score of 63 out of 100 on Clapboard.com. The score reflects technically ambitious and strategically coherent AI-driven execution, while acknowledging that public engagement metrics and wider trade media coverage for the campaign remain limited within the Thai market at this stage.
Changan chose to lead its Thai market entry with the Deepal sub-brand as a deliberate positioning strategy, separating its new-energy-vehicle offering from conventional automotive heritage associations, according to sources including autonews.gasgoo.com and linkedin.com. The S07 and L07 were the first Thai Deepal products, with pricing announced at the 40th Thailand International Motor Expo.
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