Project
Details
Doroni Aerospace is building a personal electric aircraft that takes off vertically and is designed to fit in a home garage. When they set out to show the world what they had, the challenge was not the technology. It was belief.
The problem with filming the future
Doroni’s engineering is genuinely impressive up close. The difficulty is that a personal aircraft reads as science fiction until somebody makes it feel like a delivery date. A company at this stage lives or dies on whether people believe the vision, so the film had less to do with specifications and more to do with making the future look inevitable.
How it came together
Director Joseph Abehsera brought me on to film and produce the commercial, alongside acclaimed director and DP Sheldon Schwartz. The edit was cut by an editor with a background in DJI’s own productions — the kind of collaborator who makes the whole thing sharper.
I shot in the hangar, surrounded by the actual aircraft. I got to see the machine up close and hear the story firsthand, and I built the film around both. Rather than isolating the product, I framed it inside the bigger story: the startups, the shift in transportation, an entire industry being born. I leaned into the design — the sleek lines, the modern engineering — and let the storyline carry the emotion.
What is actually being built
Founder Doron Merdinger started the company in 2021. The aircraft is the H1-X: two seats, eight vertical ducted fans and two horizontal, with a ballistic parachute as the backstop. Published figures put it at 120 mph with roughly 100 miles of range and a 25-minute charge. By the full-scale unveiling in March 2026 they had five patents granted, an FAA special airworthiness certificate for prototype testing, more than seventy test flights and over six hundred pre-orders.
The result
A commercial that positions Doroni where they belong — at the front of an emerging industry, rather than adjacent to it. The full case study is here.
Additional Info
Get an inside look at how Doroni is engineering the future of personal flight with the H1-X. Founder Doron Merdinger and the team share the vision and technology that’s propelling Doroni toward a new era of movement.
Learn more at doroni.io.
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Behind the Scenes
