The Mill - Publicis Lion

Six months after its first appearance in Alpine’s 70th anniversary film, the A390 takes centre stage in “The Anomaly”, imagined by Maison BETC for the launch of Alpine’s first 100% electric sport fastback.

Directed by Nicolai Fuglsig and produced by Wanda, the film explores a dystopian future where automation has erased freedom, until one woman takes back the wheel of the Alpine A390. Her act of rebellion restores emotion, agility and the pure pleasure of driving that have defined Alpine for over 70 years.

Blending live action and CGI and set to Fauré’s Requiem, the film celebrates driving in the electric era. The Mill crafted and supervised all VFX on the project. A campaign driven by ambition and emotion, created entirely by our artists through a fully hands on and deeply human creative process, without the use of generative AI.