Global Automotive Launch
CEER EXOBOT
Launching Saudi Arabia’s first automotive brand
Launching Saudi Arabia’s first automotive brand and its first vehicles, the EXOBOT Sedan and SUV. A large-scale international production combining live action, design and VFX for a global launch.
- Client / Collaborator
- CEER
- Role
- Executive Producer
- Year
- 2026
- Agency
- Them Again
- Production Company
- NaF+
- Market
- Saudi Arabia / Global
Watch the launch film
The Project
CEER is Saudi Arabia’s first automotive brand. This launch film introduced its first vehicles, the EXOBOT Sedan and SUV, as part of an ambitious international launch spanning film, content and live experience.
My Contribution
I served as Executive Producer, working with producer Pascale Moujaes and post-producers Joanne Ghosn and Natasha Demetriou to lead the film through production and delivery.
The Production
Produced by NaF+ for Them Again, the project brought together an international team across live-action production, cinematography, post-production and VFX.
The Result
The result formed part of a launch watched live by more than 300,000 people, with over half a billion organic social impressions generated following the initial announcement.
Credits
- Production Company
- NaF+
- Agency
- Them Again
- Client
- CEER
- Executive Producer
- Ross Anderson
- Producer
- Pascale Moujaes
- Post-Producers
- Joanne Ghosn and Natasha Demetriou
- Directors
- Piggy Lines and Alastair Clark
- VFX
- Alastair Clark
- Director of Photography
- Bernd ‘Wondo’ Wondollek
“If you want to judge a person’s true self, wait until they are really under pressure. Making films is never straightforward, but I’ve never had a war break out halfway through one before. Ross’s ability to stay calm, while literally and metaphorically under fire, was outstanding.”
“Managing new client relationships, a brand-new brand and product launch, expanded international teams, time zones, expectations, and a director with hopes and dreams usually beyond the budget or timeline, all managed with calm and clarity and positivity. A sense of personal accountability and the ability to always say, ‘let’s try’, made all the difference to the final outcome. I won’t say it was easy, but it was as easy as Ross could make it.”
“Thank you.”
Planning an international launch?
I provide senior creative and production leadership for ambitious automotive, technology and international launch projects.
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