Crax, in collaboration with Dentsu and Kiss Films, has unveiled a new commercial created primarily using artificial intelligence. The production relies heavily on AI-generated visuals, with traditional computer graphics used only for product placement and minor refinements, signaling a shift in how commercial films are made.
Kiss Films employed AI workflows to replace several elements typically handled through full-scale CG production, achieving high visual quality while streamlining execution. Dalbir Singh, founder and CTO of Kiss Films, emphasized that AI is a tool, not a replacement for human creativity. “People assume AI films are just a few prompts and done,” he said. “This was a month-long process involving a full creative team-director, editor, music director, and multiple specialists. Filmmaking remains deeply collaborative, and craft driven.”
Singh also highlighted the critical importance of early alignment among stakeholders in AI-based production. Initial key frames and animated references are shared to ensure everyone agrees on the final look and quality, after which AI acts as a powerful ally in execution.
The Crax campaign reflects a growing trend in advertising where AI augments traditional production methods. Human oversight, creative direction, and collaboration remain central, even as automation tools accelerate workflows. This project demonstrates how iconic brands can experiment with innovative techniques while maintaining the standards and storytelling depth expected from professional filmmaking.
By leveraging AI, Crax, Dentsu, and Kiss Films showcase a model for the future of commercial production-where technology enhances creativity rather than replaces it.
