Filming cars is one of the most technically demanding areas of video production. You have constantly changing light, bumpy surfaces, unpredictable traffic, movement, coordination, reflections, backgrounds, and so many more variables. With all of these to consider, having a specialised crew with direct automotive experience will always, always result in a better end product.
At Story Machine, we’ve spent years refining automotive production methods, from discreet social shoots to full-scale cinematic setups with dedicated tracking vehicles and road closures. This guide breaks down three main production levels, what they involve, the potential costs vs caveats, and how to choose the right fit for your project.
As a client, it’s always super helpful when the rep or creative understands the nature of automotive video production. So we hope this helps to inform and provide some education for anyone without that experience.
Although this guide is focussed on exterior shots, the same levels apply for interior rig and are typically part and parcel of the same production.
Level 1: Social and Low-Impact Production
Compact setup, small crew, minimal logistics.
For lightweight, online-driven content, flexibility and discretion is usually the main factor. The moment you start needing heavy rigs, bigger cameras and street closures, your budget starts dramatically increasing.
At Story Machine, we have a custom micro-setup that gets the job done well, at a reasonable cost. We utilise a DJI Osmo Pocket 3 mounted to a mini spring arm, with a small two-to-three person crew. At this level, you can capture surprisingly dynamic motion and great imagery – all controlled off a phone/ipad.
This approach is ideal for social media campaigns, behind-the-scenes content, or fast-turnaround brand assets. You can move quickly between locations, adapt to changing light, and operate safely in public spaces without major disruption.
The trade-off is image depth and versatility. With limited lens options, higher compression files and a fixed sensor, you lose creative control over depth of field, gradeability in post, and image stability depends heavily on road quality.
Production costs for this level typically range between $4,000–$6,000 per day, including crew and equipment. We would also typically advise a quick location scout to plan the route beforehand.
In short: agile and affordable, perfect for short-form or social content where speed matters more than cinematic polish!
Check out this video for reference:
Level 2: Intermediate Production Setup
Mid-level camera package, gimbal rig, and compact stabilization arm.
The second level of automotive video production adds more creative control and image depth. Typically you would see a Canon C80 or C400 paired with a DJI RS4 gimbal and a Tilta stabilization arm – (we’ve just invested in a DJI Roning 4D 8k here for even better imagery in a smaller package that eliminates the need for a gimbal).
This setup delivers far greater image quality and motion precision while still remaining relatively mobile. It’s perfect for branded content, digital advertising, or mid-scale campaign assets. You are getting 80% of the way to a cinema level production here, with some limitations. Camera movement is still limited to pant and tile axis, meaning no vertical motion or “floating” crane-style movement, but you can introduce zooms, whips, closeups and precise tracking shots.
You may also require additional crew, usually a camera operator, focus puller, safety officer, and driver, which increases both cost and coordination. Still, the results are visually impressive when executed with precision and planning with the right team.
However, with increased production value comes additional risk and complexity. A larger rig mounted to a chase vehicle can attract attention from police if used on public roads without permits. It’s a bit of a grey zone here, so you can absolutely shoot legally like this, but sometimes police can be unpredictable and shut things down due to their own discretion. Hence, good pre-production planning and location scouting is essential.
Expect to budget between $10,000–$15,000 per day for this level of shoot.
Summary: a strong balance of mobility and image quality, suitable for professional campaigns without full-scale road closures.
Check out this video for reference:
Level 3: High-End Cinematic Production
Full arm car, specialized crew, and controlled environment.
This is the industry standard for high-end car commercials and cinematic automotive sequences. In this setup you’re using a dedicated tracking vehicle equipped with a stabilized camera arm, such as a “Russian Arm” (U-Crane as it’s recently been called).
You’re mounting cinema based cameras, lenses, larger Roning 2 gimbals and it is the cream of the crop in terms of crew. This setup allows for fully dynamic motion – rising, panning, orbiting, and sweeping shots with complete stability at speed. Every legacy car brand will use this setup for their hero TVC’s.
As mentioned, the crew is extensive, specialised and not necessarily cheap: camera operators, precision drivers, focus pullers, safety officers, and production managers all need to be experienced and top of their game. Road closures and detailed safety planning are non-negotiable. Every movement must be choreographed and executed with precision to ensure both safety and consistency across takes.
The result is footage with depth, movement, and production value on par with cinema or high-end advertising. Every frame feels intentional, crafted, and elevated. You’re bringing the world of the big screen Hollywood films to TV, Online, etc.
Costs for this level start around $25,000 per day and can effectively have no ceiling budget, depending on how complex the creative requirements are.
In summary: unparalleled creative freedom and image quality, but with significant investment in planning, safety, and logistics.
Check out this video for reference:
Choosing the Right Approach
Each production level serves a different purpose:
- The social setup is best for speed, efficiency and reach.
- The mid-tier rig delivers professional level quality for branded content and campaigns.
- The arm car setup is reserved for projects demanding cinematic excellence and total creative control.
The key is understanding what your content needs to achieve and where production value will have the most impact on your audience.
At Story Machine, our team specialises in tailoring automotive production to your goals and budget. Please feel free to check out our sister company, Podium Studios at www.podium-studios.com to see our experience in the automotive world.
Whether you’re producing a fast-paced digital series or a cinematic TV commercial, we can help design the right approach from pre-production through to post.
Planning Your Automotive Shoot
A successful car shoot is equal parts strategy, preparation, and execution. Understanding these production tiers helps you make informed decisions early – saving time, money, and potential headaches on set… although there are almost always some surprises along the way.
Get in touch with Story Machine to start planning your next automotive production in Sydney Australia or Los Angeles. We’re happy to help!
FAQs
Q: What makes automotive video production different from other types of filming?
A: Filming cars involves more technical variables than most video shoots, including reflections, motion, traffic, lighting and surfaces that constantly change. Capturing dynamic, cinematic footage requires specialised gear, crew coordination and experience in managing moving vehicles safely and creatively.
Q: What are the three levels of automotive video production?
A: We categorise automotive shoots into three main tiers:
Level 1: Social and low-impact productions – agile, small-crew setups for quick, flexible shoots.
Level 2: Intermediate productions – gimbal rigs and stabilised systems offering higher image quality and creative control.
Level 3: High-end cinematic productions – full tracking vehicles and stabilised camera arms for premium TVC-level results.
Each level varies in scale, complexity, and cost, depending on your goals.
Q: How do I know which production level is right for my project?
A: It depends on your objectives and where the content will be used. Social content benefits from lightweight, fast-turnaround setups, while brand campaigns and TVCs require higher production value. During pre-production, we’ll discuss your goals, budget and timeline to recommend the most effective setup for your shoot.
Q: How much does it cost to film a car commercial or automotive video?
A: Costs vary based on the production level:
Level 1: From around $4,000–$6,000 per day.
Level 2: Typically $10,000–$15,000 per day.
Level 3: Starting from $25,000 per day, with no fixed ceiling depending on complexity.
We’ll always provide a detailed estimate tailored to your creative and logistical requirements.
Q: Can you film both exterior and interior car shots?
A: Yes. While this guide focuses on exterior setups, we often film interior shots as part of the same production. Interior rigging requires a similar level of expertise to manage reflections, lighting and movement inside the vehicle.
Q: Do you handle permits and safety planning for car shoots?
A: Absolutely. Safety and compliance are critical in automotive video production. For high-end or public road shoots, we coordinate with local authorities for road closures and permits, and ensure professional safety officers are present. Every movement is planned to protect crew, talent and the public.
Q: How long does it take to plan and film an automotive video?
A: Timelines vary depending on the setup and locations. Smaller social shoots can often be completed within a few days, while high-end productions involving road closures, multiple vehicles and detailed choreography may require weeks of planning. We’ll confirm a production schedule during pre-production so everything runs efficiently.
Q: Where do you offer automotive video production?
A: We operate from Sydney, Australia and Los Angeles, with the flexibility to travel for shoots as needed. Our experience across both markets allows us to adapt to local conditions, regulations and road environments while maintaining a consistent, high-quality production standard.
