< OUR WORK
Direct Auto / There’s your car
Unreal / commercial / CGI / 3D
ABOUT
Humanizing the automotive world with the first Czech Metahuman
In a crowded automotive market, Direct Auto sought a way to stand out through emotion, friendliness, and modern technology. Our task was to bring to life Tomáš—a digital avatar designed to be a reliable friend in the often-confusing world of car sales. Created entirely within Unreal Engine 5, this project represents a shift in how brands communicate, moving away from traditional corporate imagery toward a Metahuman personality with his own humor, opinions, and distinct character.
CHALLENGE
Building an intentional digital friend
The vision, initiated by Direct Auto and agency Outbreak, was to create a character that embodies trust. Tomáš isn't just a 3D model; he is a bridge. Under the creative direction of Joanna Santarius and Michael Nováček, we developed a visual style and tonal soul for Tomáš that is approachable and helpful. The digital showroom environment was designed to feel like a high-end skeletal sketch of reality—stylized, playful, and welcoming—ensuring the brand feels accessible rather than intimidating.
“What we valued most was their partner-like, ego-free approach. Even with frequent changes, the team always found ways to improve the result. Their flexibility and top-tier project management gave us full confidence, even as plans shifted in real-time.”
CRAFT
Pushing the limits of Unreal Engine 5 and motion capture
This project was a seven-month technical odyssey. We implemented a full Unreal Engine 5 production pipeline, utilizing motion capture technology to translate a real actor's performance onto the digital Tomáš in real-time.
Using the engine allowed us to tweak the environment and character live with the client. Interestingly, our digital showroom design was so well-received it eventually influenced the look of Direct Auto's physical showroom in Horní Počernice.
From cloth simulations to complex grooming for digital hair, we pushed the boundaries of what is possible in a commercial timeframe. Using tools like Houdini and Nuke alongside Unreal, we bridged the gap between game-engine speed and cinematic quality.
RESULT
A distinctive brand asset for a new era of communication
The result is a highly distinctive 30-second hero spot, supported by a suite of short-form recuts for social media and OOH. Tomáš has become a long-term asset for the brand, capable of appearing in everything from TV commercials to interactive online content. The campaign succeeded in its primary goal: distinctiveness. In a sea of generic car ads, Direct Auto now speaks a unique language of technology and character.
APPROACH
Beyond supply: strategic partners
The success of the project wasn't just in the pixels, but in the partnership. The client noted that our ego-free approach and transparency were the highlights of the seven-month journey.
At ALL ANIMAL™, we don't just supply CGI. For Direct Auto, we stepped into the role of a creative agency, managing everything from technical execution to brand-level project management. Our ability to pivot under changing plans while maintaining emotional stability and kindness is what makes us different. We don't just build characters; we build relationships.
“One of the best collaborations of my career. For the first time, we weren't just vendors, but true partners where our expert word carried real weight. With a clear vision and transparent communication, we worked as one team—the client truly valued our opinion and our craft.”
Core team & partners