The launch made a strong impact. However, an unexpected challenge arose: people were assuming the images were AI-generated. A flattering reaction in many ways, but also a credibility challenge, particularly for a brand introduced by a car photographer and launched entirely online. GFWilliams asked us to step back in and come up with a creative way to put the AI rumours to rest - without over-explaining or losing the brand’s edge.

We partnered with Calvert Studios to produce a stripped-back, behind-the-scenes shoot that brought the car into a physical, tangible space. We captured stills and video that showed the car - complete with George doing a piece to camera. No more doubting. It was undeniably real.

This second phase not only quelled the AI chatter, it gave us another wave of content - it became an opportunity to deepen the narrative. The second phase of content spotlighted the link between George’s 15 years behind the lens shooting the world’s most iconic cars and his decision to channel that experience into building one of his own. It brought a new layer of authenticity to the brand and helped sustain momentum, strengthening credibility, trust, and connection within a fast-growing community.