Panasonic Alpha

When Panasonic China set out to launch THE ALPHA, its first AI-powered washing machine, they asked us to make the launch bold and as AI-infused as the product itself. The challenge was clear: use AI in as many parts of the creative process as possible. And because the product was designed by Porsche, the request came with the responsibility to highlight all the passion placed on the product design.

We answered with a film inspired not by appliances but by the most futuristic gadgets. A story that showed what technology was going to bring to us in the future, and show the Alpha as the one part of the future that is already here.

To highlight the product’s artificial intelligence features, we shaped that world through AI’s latest tools. Deepseek helped us imagine life 50 years from now, visions we brought to life as surreal, futuristic environments we designed with tools like Flux, Midjourney, Google’s Nano Banana and Qreates Studio, which we then animated with Kling and Veo3.

We then directed ChatGPT to turn the product’s features into lyrics — as if a machine was writing about another one in complete awe — and used an AI music generator to help us turn those lyrics into a soundtrack.

Through Pactto, we combined all this into a live global shoot where our team collaborated across continents in real time, rethinking how production itself could work.

The result: a groundbreaking launch film for China’s domestic appliance sector — showing that while some futures may feel far away, this one has already arrived.