The Idea
Timed ahead of the 110th Indianapolis 500, The Martin Agency conceived a hidden Easter egg for the Penske Truck Rental website.
Alongside the standard lineup of trucks and vans, an INDYCAR appeared as a rental option. Visitors who clicked to reserve it were taken to a contest entry page for a chance to win a VIP Indianapolis 500 experience.
Concept and creative direction by The Martin Agency. Production and AI workflow by SuperJoy.
The Challenge
The spot needed to feel like it belonged in Penske’s existing family of moving truck demo videos.
Same suburban house, same driveway, same camera language. An INDYCAR replacing the truck, shot for shot, consistent with the brand’s established visual identity.
Generative video alone couldn’t guarantee that level of accuracy. Starting with a full CGI model of the Dallara IR18 rendered in Cinema 4D with controlled camera positions, correct livery, and accurate proportions. Those renders became the reference frames for AI image generation, ensuring precise logo placement and car consistency across every shot.
The Workflow
Reference renders in Cinema 4D. Image generation and video production through a node-based AI pipeline via Runway. Sound design in ElevenLabs. Graphics and finishing in After Effects by Lyly Nguyen and the SuperJoy team. Final voiceover delivered by a professional voice actor.
Credits
Agency/Creative: The Martin Agency
Chief Creative Officer: Jerry Hoak
Group Creative Director: Neel Williams
Creative Director: Derek Nance
Account Director: Julia Simonini
Content Producer: Matt Wieringo
Designer: Mark Brye
Head of production: Brett Alexander
Executive Producer: Kim Zaninovich
Design Director: Greg Cassidy
Production and AI Workflow: SuperJoy
Head of Production: Kerry Ayers
Executive Producer, SuperJoy: Brian Fox
Creative Director, SuperJoy: Felipe Posada
AI Workflow Architecture and Video Generation: Felipe Posada
Motion Designer: Lyly Nguyen
Client: Penske Truck Rental
Year: 2026