AI ads and campaigns already working for brands.
Empik, Philips, Betclic, L'Oréal, Diablo Chairs and more. For each one: the challenge, what we made and what it delivered.
Showcase
Empik
EMPIK – AI vs. traditional creative: CTR +10–50%, CPC −35%
Challenge: Meta's algorithm needs more creative
Empik wanted to find out whether AI creative would outperform traditional creative in its Winter and Valentine's campaigns. Five categories (sports, gaming, home appliances, beauty, books) needed far more creative than manual production could deliver: about 100 per campaign. Without it, Meta's algorithm had little to test.
Strategy: 1,000 assets, with animation leading
We produced 1,000 AI assets: 500 statics and 500 seven-second animations in every format. We led with animation because it carried the message best. Each category tested three hook types: unchanged
Results: CTR up 10–50%, CPC down 35%
AI creative and the client's own creative ran in an A/B test: same objectives, same period, same Meta account. Depending on category, AI creative delivered 10–50% higher CTR and about 35% lower average cost per click.
Key success: a console animation with a 3.13% CTR
The ns2 console animation in gaming led the entire test: link CTR 2.48%, overall CTR 3.13%. It held up under heavy spend, with no signs of creative fatigue.
Conclusions: the partnership continued after the test
Ten times more creative, better CTR and lower CPC, without a single photo shoot. Since the test we've made Empik's next campaigns: Spring Sale, May Day and Back to School.
Showcase
Diablo Chairs
DIABLO CHAIRS – AI creative for 13 markets from one packshot
Challenge: 13 markets and a constant need for new creative
Diablo Chairs sells gaming and office chairs in 13 markets. Every new product, promotion and season needs creative in several formats and every language. A photo shoot each time would eat both budget and time.
Strategy: a Creative Farm built on the brand's packshots
We built a system that turns a product packshot into scenes and variants, formats, language versions, statics and video. The packshot keeps the product accurate; art directors control light and physics.
Results: 12,000+ statics and 8,000+ animations and videos
Since February 2026 the system has produced more than 12,000 statics and 8,000 animations and videos for Diablo Chairs and Jan Nowak. Each of Diablo's 13 markets gets creative in its own language, in formats for Meta, GDN and the online store.
Key success: AI Act labelling with no drop in performance
Since July 2026 every creative carries AI content labelling in line with the AI Act, and ad performance hasn't dropped. Art directors guard the realism: light, materials and physics are checked before anything reaches the client.
Conclusions: a new product means a new brief, not a new shoot
For Diablo Chairs, AI is a permanent production layer. The system produces, the team approves, and a new product, promotion or market starts with a brief, not a film set.
Showcase
Jan Nowak
JAN NOWAK – B2B metal furniture for 10 markets, with no photo shoots
Challenge: a wide B2B catalogue across 10 markets
Jan Nowak makes metal furniture for offices, workshops and warehouses. Cabinets, lockers and acoustic booths have to be shown in many use cases, languages and formats, and a shoot for every product and market is not an option.
Strategy: the same system as for Diablo Chairs
We used the same Creative Farm as for Diablo Chairs, with a different product and a different audience. The brand's packshots are the reference, and scenes show the product where it's used: offices, workshops, schools, gyms and clinics.
Results: creative for 10 markets, all from packshots
Each of the 10 markets gets creative in its own language, in formats for Meta, GDN, e-commerce and social media. Together with Diablo Chairs, the system has produced more than 12,000 statics and 8,000 animations and videos since February 2026.
Key success: B2B that looks premium
Art directors check every creative: lighting, materials, proportions and product accuracy. The cabinet in the ad looks exactly like the one in the catalogue, just placed where the customer needs it.
Conclusions: one system, two brands
The same process serves a B2C and a B2B brand. A new collection or another market is a new brief, not a new production.
Showcase
Philips
PHILIPS – product and store campaigns from one AI system
Challenge: two campaigns at once, in every format
Philips needed two campaigns running side by side: the “Miesiąc Uśmiechu” product campaign and a store campaign built on the benefits of buying direct from the brand. Both across Meta, GDN and e-commerce, in every format and placement, with new waves through the year.
Strategy: one world, many waves
We built one visual world for the product and the store. Store benefits such as free delivery, 0% instalments, up to 5 years' warranty and −50% on accessories became new waves of the same idea, not separate campaigns.
Results: every format, without 3D production
Statics, 5–10-second animations and 15-second animations with sound, in every format and placement. Multishot sequences at 3D-animation quality, without 3D production. [to add: number of masters and formats]
Key success: swapping products inside finished creatives
A new product or promotion doesn't need a new production. We swap the product and the benefit inside a finished creative, and the campaign world stays the same.
Conclusions: a campaign doesn't end with its first wave
Season, promotion, new product: the same world, with no re-production. That's how a campaign keeps working all year.
Realizacje
KARKINOS – a 7-minute film made 100% with AI
Challenge: a story longer than 30 seconds
We wanted to see whether AI could hold characters, world and continuity across a film, not just a spot. Karkinos (A Game Called Life) runs 7 minutes 40 seconds and moves between two worlds: a 1990s flat and a dark fantasy on the other side of the screen.
Strategy: a human-written script, a reference system for AI
Script, moodboard and storyboard came first. Then a reference base: every character, location and prop defined so it looks the same in every scene.
Results: picture and sound 100% AI
A film with continuity from scene to scene. Picture made entirely with AI tools, music in Suno, sound design in ElevenLabs.
Key success: each new episode faster and cheaper
Characters and locations, once defined as references, can be reused. For a brand, that means a series, brand film or music video where every new episode is faster and cheaper to make than the first.
Conclusions: thirty seconds is an ad, seven minutes is a story
We offer brands the same process: their own world and characters, continuity between episodes, and client sign-off at every stage before the next one starts.
Watch Karkinos in full on YouTube
Realizacje
ROLEVALUE – a 60-second AI comedy for HR software
RoleValue — Every role in it right place
Client: Spark EXP
Scope: strategy, creative, production, sound, subtitles, AI labelling · Execution: picture and sound 100% AI
Execution: AI-native pipeline
The challenge
The hardest briefs are the ones where the product genuinely matters but reads like a spreadsheet on paper.
RoleValue by Spark EXP is a free tool for job evaluation and organising role architecture, built to meet the requirements of EU Directive 2023/970. For HR and C&B teams, it's essential. In its default form — zero viral potential.
A standard explainer video would have done its job as sales collateral, but it wouldn't have given the product what it deserves: attention.
The idea
Instead of explaining how the tool works, we showed what happens without it.
An airport where nobody is in the right position. A barista at the controls. A new hire in an "IN TRAINING" badge being walked into the cockpit. Everything looks professional — uniforms, terminal, procedures — until you look at who is actually doing what.
Chaos in role architecture doesn't look dangerous from the outside. That's exactly why it's so easy to miss.
Every role in its right place.
The execution
The entire production ran on an AI-native pipeline: character design, terminal, cabin, and an aircraft with a custom Spark EXPress livery. No shoot days, no casting, no locations.
From concept to finished spot within a single team — strategy, creative and production in one place. Faster turnaround and full control over every frame, with no compromise on quality.
Showcase
THE NOTEPAD · Runway Big Ad Contest 2026
THE NOTEPAD – a 30-second AI commercial for the Runway Big Ad Contest 2026
…for the Runway Big Ad Contest 2026.
The starting point was a simple product feature — its waterproof nature — which we transformed into an emotional story with an unexpected twist. By combining a creative concept, storytelling, and generative AI, we created a complete advertising production with a cinematic aesthetic.
The project demonstrates how AI can support the creative process — from the initial idea and art direction to the execution of the final piece.
Realizacje
Betclic
BETCLIC – Grunwald as a stadium: an AI campaign with McCANN Poland for digital and OOH
Challenge: Cinematic Scale on a Real-World Budget
Betclic needed a brand campaign with the visual ambition of a feature film — running across digital and OOH, with a memorable concept strong enough to anchor a long-term brand platform. Traditional production routes would have made the desired scale, locations, and atmosphere prohibitively expensive and far too slow to launch on the planned timeline.
Strategy: Hybrid Model — 45AI x McCANN Poland
The campaign was delivered as a true hybrid. McCANN Poland led the strategic and creative narrative, while 45AI ran the data-driven AI strategy and end-to-end production. Together we developed the „Grunwald Arena” concept — an epic, mythic battlefield reframed as a modern stadium where the Betclic promise comes to life.
The execution combined:
Full end-to-end delivery: strategy, creative, and production for digital and OOH.
Data-driven AI strategy refined by human creative intuition.
100% AI-native workflow for dynamic visuals and audio.
A custom AI-generated campaign song composed specifically for the spot.
Results: A Production That Otherwise Wouldn’t Have Existed
The AI-native pipeline delivered a campaign whose visual scale, atmosphere, and pacing exceeded the limits of a traditional production budget. Betclic launched with a spot that punches well above the weight class of comparable category executions — without the timelines, crew, or post-production overhead of a classical shoot.
Key Success: An Original AI-Generated Soundtrack
One of the campaign’s signature elements is its custom-composed song, generated entirely through AI and tailored to the rhythm and emotional beats of the visual edit. This moves the conversation beyond „AI as visuals” and proves AI as a full creative co-author across image, motion, and sound.
Conclusions: AI as a Force Multiplier for Big Ideas
„Grunwald Arena” shows that AI-native production doesn’t compete with big-brand storytelling — it unlocks it. By pairing 45AI’s technology stack with McCANN Poland’s creative leadership, Betclic gained prestige-grade visuals and an integrated audio identity, delivered faster and at a fraction of traditional production costs.
Realizacje
W1 – AI commercial for PRS 360 / High Capital Group
WRÓBLEWSKIEGO 1 – an anime-style AI commercial for PRS 360 / High Capital Group
About the project
Wróblewskiego 1 is a commercial created entirely with artificial intelligence tools for PRS 360 — an investment product from High Capital Group, a Łódź-based developer offering a comprehensive, fully managed service for real estate investors.
The core premise was to create a dynamic spot that tells the product's story in an unexpected, engaging way — with no real actors, no shoot days, and no traditional film production.
Creative concept
The film is built around one simple metaphor: investing in real estate is a team sport. A ball — a symbol of movement, decision-making and precision — travels through the entire Wróblewskiego 1 development, passing through the hands of one character after another: investors and the PRS 360 team. Every scene is another stage of the game — from the first impulse, through the management of the investment, to the moment the investor can simply sit back and enjoy the result.
The narration is carried by a sports commentator's voice-over — heard through headphones, from a radio, in the background — calling every play the way you'd call a match. Momentum, emotion, pace. The whole thing is set against the atmosphere of the FIFA World Cup, giving the campaign timeliness and cultural context.
Aesthetically, the film draws on anime: soft bursts of energy on every touch of the ball, motion trails, slow-motion beats — all to underline the significance of each moment without spelling it out.
Production process
The film was made entirely with generative AI tools, without a single frame shot on camera.
AI tools used in production:
Seedance 2.0 — video sequence generation, character and environment animation
Models for generating fictional characters from text descriptions (no real people's likenesses used)
Voice synthesis tools for the voice-over and sound effects
Colour grading and post-production using AI-assisted tools
Every character in the film is entirely fictional and AI-generated — varied in age and gender, cast to their roles: investors in sharp tailoring, the PRS 360 team in signature High Capital Blue, the fit-out crew in workwear, and fans channelling the World Cup atmosphere.
The locations recreate the actual Wróblewskiego 1 development in Łódź — lobby, corridors, lifts, balconies and living spaces — based on the architectural visualisations provided.
Brand identity
The film builds a consistent PRS 360 presence throughout — the logo appears repeatedly in a natural, immersive way: on advisors' tablets, document folders, staff uniforms, the pen at the notarial deed signing. The spot opens with a "PRS 360 presents W1" title card and closes on a screen with the prs360.pl address.
The film meets the legal requirements for real estate advertising materials — it includes an investment risk disclaimer and a label identifying the material as AI-generated, in line with Article 50 of the AI Act (AI content labelling required from 2 August 2026).
Deliverables
Full 16:9 commercial (approx. 60 seconds)
Vertical 9:16 version (Reels / Stories / TikTok)
Two 15–20 second cutdowns for performance campaigns (Meta, YouTube)
Script, storyboard and creative concept
Showcase
BOROWIECKA PARK – a 47-second cinematic tour of homes not yet built
HIGH CAPITAL GROUP — Borowiecka Park / Immersive Living
Challenge: Selling a Place That Doesn’t Yet Exist
Real estate marketing typically relies on static 3D renders and architectural photography to sell developments still under construction. For Borowiecka Park, High Capital Group needed something more — visuals that let prospective buyers feel what it’s like to live in the space, not just look at it from above.
Strategy: Bringing Static Renders to Life
We transformed a single set of static 3D renders and photographs into high-fidelity, immersive motion content. The same input that previously sat on a brochure became the source material for a 47-second cinematic tour — adding movement, depth, and a sense of „lived space” without re-rendering or re-shooting anything.
The workflow combines:
AI-driven motion synthesis on top of existing static renders.
High-fidelity treatment of light, atmosphere, and camera movement.
A standardized pipeline, repeatable across new phases and properties.
Results: A Cinematic Tour Before the First Brick
The output is a kinematic walk-through of Borowiecka Park that communicates lifestyle, scale, and atmosphere well before the development is physically complete. The same input set that previously supported only one stage of marketing now anchors multiple touchpoints across digital, social, and sales materials.
Key Success: A Repeatable Real Estate Workflow
What started as a single project became a standardized workflow for property developers. New phases, new buildings, and new locations can be added at a fraction of the cost of a new render or shoot — making immersive content financially viable across an entire portfolio rather than a flagship asset only.
Conclusions: From Plans to Presence
For real estate, the value of AI isn’t novelty — it is presence. By turning static plans into immersive experiences, High Capital Group can market homes the way buyers actually want to evaluate them: as places they could imagine living, long before construction is complete.