PETROL X AI
NORTH AMERICAN
HONDAGENUINE ACCESSORIES
ACE COMBAT 8
GAME AWARDS
VP, Innovation
WHY I TOOK ANAI SABBATICAL
"This toy wants to eat my lunch and become me!"
Alan agreed.
Our focus became moving the conversation from job replacement, to functional utilization of AI. So I did my research, bought a new workstation dedicated to AI R&D, and in December 2023 I immersed myself totally into all things Artificial Intelligence.
For four months, I treated AI like a new language, taking MasterClasses and making unexpected friends along the way. I wrestled with the "black box," pushing platforms like Midjourney, Adobe Firefly, and ChatGPT to their breaking points.
THROUGH IT ALL, I LEARNED A WHOLE NEW SWATH OF INFORMATION AND SKILLS. AND TWO CRUCIAL LESSONS EMERGED:
COMPOSURE OVER PANIC:
Humans create the idea and design: A 1970s-inspired concept built for an MMO shows how we began with a hand drawn sketch and then used technology to quickly version it. This is massive for our inspiration pipeline and budget reduction.
By diving into the internal workings of AI, I developed the necessary literacy to move beyond viewing AI as a "black box." This knowledge now allows us to act as a crucial buffer against sensationalized AI news for our teams and clients.
THE POWER OF COMMUNITY:
The experience connected me with a global community across diverse sectors well beyond tech and gaming - from interior design all the way to healthcare; I discovered that each was grappling with similar AI-related challenges.
This kind of deep creative soak proved infinitely empowering to help overcome "echo chamber" thinking, and provided a broad purview of where the world is heading. I returned to PETROL with an initiative to transform the following:
TALENT PIPELINE:
We are building on our longstanding relationship with universities like CMU, CSUN and Pepperdine with a new focus to ensure the next generation enters the workforce as directors of AI.
TECH ALLIANCES:
Working directly with companies like Adobe and Epic Games, Petrol is helping to shape new tools such as Adobe Firefly and the Unreal Engine. As an early adopter of Firefly, and a member of Adobe’s Customer Advisory Board, our partnership with them is built on a commitment to enterprise-level innovation and ethical AI.
CLIENT LITERACY:
We are also helping clients navigate their own challenges, building tech stacks that support their brand values rather than eroding them.
SELLING THE DREAM TO THE
NEXT GENERATION
Younger drivers are keeping their cars longer, as higher costs of vehicles, insurance, improved durability, and changing priorities reshape how they spend. PETROL sees this as amassive opportunity for Honda’s accessories platform.
EVOLVING A
MULTI-BILLION
DOLLAR
BUSINESS
As AOR for The Genuine Accessories Department at American Honda Motor Company, PETROL has spent years helping to transform Honda and Acura’s multi-billion dollar accessories business into a culture-driven ecosystem.
This strategy is paying off, as younger drivers are now seeing accessories as a chance to turn their daily commute into a more personalized expression of who they are.
ACCESSORIZING =
MORE EXPERIENCES
With the shift in spending moving from ownership to enhancement, this new generation wants accessories that empower them to invest in new experiences. This is where Petrol’s expertise with gaming audiences becomes a cross-industry advantage.
MARKETING MOMENTS,
NOT THINGS
Having launched over 2,000 video game campaigns, Petrol has been able to leverage our deep expertise of how to successfully market to 18-45 year olds within the automotive space. We’re doing this by creating moments that capture the feeling of freedom a car or SUV can offer, and bringing that aspiration to life.
USING
GAME TECH
TO SELL CAR
ACCESSORIES
For Honda and Acura, Petrol is using the gaming industry’s premiere 3D software to prototype and visualize vehicle accessories in real-time, and with stunning cinematic clarity.
As an Unreal engine partner, we are bringing these products to life in ways that create more immersive stories and scale more effectively across global markets.
REWIRING
HOW GEN Z
GETS AROUND
Alternate mobility is rising fast. With Motocompacto, Honda is meeting this shift head-on - where innovative creative meets an innovative mobility solution aimed squarely at drivers under 35.
TODAY’S $50B
ELECTRIC 2-WHEELER
MARKET WILL MORE
THAN DOUBLE BY
2033
Through dynamic website visuals, marquee animations, product demo films, and a full suite of digital and AV assets, we helped break down the walls to win over an entirely new audience for Honda by highlighting its compact, affordable, and versatile design.
AS THE FUTURE OF PERSONAL MOBILITY CONTINUES TO GROW, IMMERSIVE TECHNOLOGY IS ALLOWING US TO MAKE IT FEEL TANGIBLE, INTUITIVE AND FUN.
PETROL X THE GAME AWARDS
BREAKING THE SOUND BARRIER OF HYPE
USING UNREAL ENGINE, PETROL UNLEASHED A SENSORY STAGE EXPERIENCE FOR ACE COMBAT 8 THAT LET AUDIENCES FEEL THE REVEAL BEFORE THEY SAW IT - DEMONSTRATING HOW CREATIVE USE OF TECHNOLOGY CAN BE A LAUNCHPAD FOR ANTICIPATION.
At PETROL,
technology
doesn’t replace
creativity - it
amplifies it.
ALAN HUNTER
PETROL ADVERTISING