How much of a commercial could we actually make with AI one year ago?

In 2025, we created this film for Agros with a clear challenge: use generative AI for as much of the production as possible.

The ambition was not simply to make something that looked AI-generated. We wanted to direct it like a real commercial, with specific performances, precise compositions, controlled camera movements and consistent characters.

That was where things became complicated.

The technology could generate beautiful and surprising images, but giving exact direction was a different story. Small requests could completely change a character. Continuity between shots was fragile. Performances were unpredictable. And sometimes the AI gave us something impressive, but not what the story actually needed.

So we built a hybrid workflow.

We combined AI generation with 3D animation, compositing, retouching and traditional post-production to recover the control that the generative tools could not yet provide.

It was messy, experimental and incredibly valuable.

One year later, we returned to the same Agros universe to create two new films. The tools had changed. Can we make it full AI? With control? Stay tunned for part two on the next post!

#CreativeAI #AIFilmmaking #CommercialDirector #GenerativeAI #VFX #3DAnimation #BehindTheScenes