Audi Canada is using AI-generated art to promote its new electric vehicle, the Audi Q8 Sportback e-tron.

A minute-long commercial from the automaker sees Canadian model Coco Rocha test-driving the EV. Working with agency Bensimon Byrne and production company 1stAveMachine, Audi translated Rocha’s feelings of seeing and driving the vehicle—captured through biometric sensors—into digital art. The data was mapped into a system based on sand particles, whose physical attributes change in relation to the data, according to Audi.

“When you drive a vehicle you love, it creates an emotional reaction, and that insight provided us with the inspiration to measure and visualize a devoted Audi driver’s reaction to the Q8,” said Joseph Bonnici, chief creative officer of Bensimon Byrne’s parent company, Tadiem.

Below is the resulting AI art.

The campaign was unveiled in July at Toronto’s Royal Ontario Museum (ROM). Audi Canada’s head of marketing, Joseph Ottorino, said Audi’s goal was to tell a more compelling story about the Q8 rather than simply outlining a series of features.

Last month, Volkswagen, which owns Audi, also used AI in a commercial with Maria Rita, the daughter of Brazilian singer Elis Regina—who died over 40 years ago. Using AI, the ad depicted the late singer alongside Rita in the modern day.