Made by Humans goes big for BASF Voraxor
AI director James Lovick transforms a giant footprint in a farmer’s field into a cinematic monster-movie-inspired campaign for BASF, created with Global Prairie.
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Made by Humans has partnered with agency Global Prairie to create a fully generative AI campaign for BASF’s Voraxor herbicide, turning a strikingly simple creative idea into a cinematic world.
Led by Made by Humans AI director James Lovick, the campaign began with a single arresting image: an enormous footprint appearing unexpectedly in the middle of an American farmer’s field.
From that starting point, the team saw an opportunity to go unapologetically big.
Drawing inspiration from the scale and visual language of classic monster movies, Lovick used generative AI to build a believable agricultural landscape around the idea, playing with the tension between the extraordinary scale of the footprint and the everyday reality of the farm.
What initially began as a hero still ultimately evolved into a 60-second film, allowing the team to expand the idea into a much richer cinematic story and suggest a world far bigger than what appears on screen.
Credits
View on- Agency Global Prairie
- Production Company Made by Humans
- Director James Lovick
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Credits
View on- Agency Global Prairie
- Production Company Made by Humans
- Director James Lovick
- Color Acid Colour
- Sound/Music Supernormal Audio
- Executive Producer Susan Neuman
- Creative Director Ethan Tedlock
- AI Director/Lead Artist James Lovick
- Creative Director Guy Soulsby
- Producer Alex Santiago
- Colorist Marty McMullan
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency Global Prairie
- Production Company Made by Humans
- Director James Lovick
- Color Acid Colour
- Sound/Music Supernormal Audio
- Executive Producer Susan Neuman
- Creative Director Ethan Tedlock
- AI Director/Lead Artist James Lovick
- Creative Director Guy Soulsby
- Producer Alex Santiago
- Colorist Marty McMullan
The result is a fully generative campaign comprising a 60-second online film and cutdowns alongside five hero stills for OOH, print and digital, as well as animated GIFs.
From the quality of the early morning Midwestern light to the agricultural environment and smallest visual details, the team worked to ensure the world felt authentic and credible, as if caught on-camera, even as the creative idea pushed into the fantastical.
“I loved the scale of this project and the chance to capture the American Midwest in that beautiful early morning light,” says Lovick. “I’m a huge fan of monster movies, so there was definitely a little ode to that world in there, by using the single footprint to suggest a much bigger story. The film then gave us the opportunity to push that even further and lean into that rich feature-film aesthetic. The challenge was balancing all that drama with genuine agricultural authenticity, and I’m really proud that we managed to deliver something that feels big-screen in scale while still being credible in the smallest details.”
The campaign was created entirely through generative AI, with the Made by Humans team working across a range of models and tools including Nano Banana, Seedance Pro, Kling o1, Kling 2.6 and Kling 3.0.
The project was creatively directed by Made by Humans CCO Guy Soulsby, with Alex Santiago producing, and music and sound by Supernormal. Still imagery was finished by The Retouchers, with colour by Marty McCullan at Acid Colour.
