Shell's Creative Solutions Film Team

Shell’s ‘Lubricants Salesforce Training’ series aimed to empower its global sales team by making complex technical content engaging, clear and globally adaptable. The challenge was to create engaging films on a tight budget, with the added twist of featuring engineers as presenters, despite their lack of on-screen experience.

The creative breakthrough came with the idea of using an AI-powered digital twin, based on senior engineer Rob King, to present the content across multiple languages. This innovative use of AI not only met but also exceeded the brief, delivering 10 episodes at a fraction of the cost of traditional production. Early results show impressive sales uplifts, especially in China.

“A brilliant example of using AI to transform technical complexity into a dynamic, globally impactful training asset,” praised one judge.