NIO / ET7 / Winter

Client: NIO
Project: ET7 Winter Campaign
Location: SHPG Winter Test Facility, Cardrona, New Zealand
Role: Director & Director of Photography
Awards: ACS Silver — Commercial Cinematography (2023)

This commercial was filmed on location at the SHPG winter vehicle testing facility in Cardrona, New Zealand, under alpine winter conditions. The production involved high-speed tracking shots, controlled vehicle movement and coordinated aerial cinematography in cold-weather environments.

Ben Ruffell served as both Director and Director of Photography, overseeing creative development and visual execution of the campaign. The shoot was crewed primarily with Queenstown-based film professionals, with aerial cinematography provided by Overview.nz.

The project required precise coordination between camera, drone and vehicle teams to safely capture dynamic driving sequences while maintaining consistent visual style across ground-based and aerial platforms.