In collaboration with Publicis Conseil, LA/PAC, and visionary director Quentin Deronzier, Dacia has released a visually striking film to unveil its latest 100% electric concept car — the Dacia Hipster. The campaign pushes creative boundaries by playing with contrasts of scale, turning a minimalist car reveal into a monumental cinematic experience.
Set inside an immense industrial hangar, the film introduces viewers to a surreal world where gigantic machines delicately assemble a remarkably small car. Through this unexpected juxtaposition, the film captures the spirit of Dacia’s new concept — a compact, intelligent, and purpose-driven electric vehicle designed for modern urban living.
“The idea was to push the contrast between a small car and the colossal machines surrounding it to the maximum,” explained Quentin Deronzier, known for his avant-garde approach to visual storytelling. “Starting from a concept as simple as it is effective, I had the freedom to build something grand and visually powerful.”
The Dacia Hipster concept is more than a design experiment — it’s a statement on the brand’s evolving identity in the electric era. Staying true to Dacia’s philosophy of essential, robust, and accessible mobility, the Hipster combines minimalist aesthetics with cutting-edge technology, emphasizing efficiency and sustainability over excess.
The film, shot with LA/PAC’s signature cinematic precision, enhances this philosophy through bold visual metaphors: towering robotic arms, glowing steel frameworks, and mechanical symphonies that underscore the beauty of small-scale innovation. The camera’s sweeping movements and immersive lighting create a sense of grandeur, highlighting the sophistication of simplicity — a recurring theme in Dacia’s creative direction.
For Publicis Conseil, the agency behind many of Dacia’s recent campaigns, this project embodies the brand’s shift toward electrification and modern storytelling. By blending industrial imagery and poetic minimalism, the team sought to redefine what a car reveal could look like in a saturated automotive landscape.
The result is an artfully crafted film that resonates with Dacia’s growing global audience — an audience increasingly drawn to authenticity, design clarity, and environmental consciousness.
With the Hipster concept, Dacia once again proves that innovation doesn’t have to be loud or complicated — sometimes, the smallest ideas can leave the biggest impression.
