A sapphire ring with a fifteen second love story
Rishita Kalra · @luxry.ai
Product and packshot
Observatory · July 2026
This is already being produced with artificial intelligence
This is not a promise from us. These are pieces published by creators around the world, cropped so you see the result only, with no captions and no advertising on top. Filter by sector and see for yourself how far this has come.
Enter the gallery
Filter by sector
Format
47 pieces
No pieces match that combination of filters. Try removing one.
How to look at a piece made with AI
After reviewing a few hundred pieces, the criteria come down to four things. They work for judging what you see here and for briefing a job properly.
Contact physics
When something touches something, something has to happen. The finger sinks into the lip, the shoe casts a contact shadow on the floor, the hand deforms the fabric of the sleeve. It is the first thing that breaks and the last thing you learn to look for.
See portrait and hyperrealismCharacter continuity
The same face, the same garment and the same object across eight shots with different lenses. This is what separates a pretty test from a campaign you can actually deliver.
See fashion and editorialMotivated light
Ask where the light comes from and whether it still comes from the same place in the next shot. A scene with coherent light looks shot; one with decorative light looks generated.
See automotive and machineryNoise and texture
Too clean gives it away. Grain, pores, dust in the air, some aberration at the edges. Realism lives in imperfection, not in perfection.
See VFX and effectsQuestions we get in the first meeting
Were these pieces really made with artificial intelligence?
Yes. All of them were published by their authors as generated work, and each entry links to the original post where the author explains it. You can check them one by one.
Who owns the rights to these videos and stills?
Each author owns theirs. We show them with permission, with credit and with a link to the original, and we neither sell them nor present them as our own work. Our work is in the projects section.
Why does the page not say which tool made each piece?
Because the tool matters least and dates fastest. What decides the result is direction: the shot plan, the light, the continuity and the edit. On a commission we pick the tool the piece needs, not the other way around.
Can this be used in a real campaign?
It can be used when the scope, licences, rights and deliverables are appropriate for the campaign. Before production, we state in writing what is delivered, which uses are covered and which limits apply.
How long does it take compared with a shoot?
There is no universal equivalence. Schedule depends on shots, continuity, source material, rights, formats, iteration and approvals; the proposal compares the viable workflow and sets milestones.
Do you have to disclose that an ad was made with AI?
In the European Union the AI Act requires labelling for certain generated or manipulated content. We cover it in detail in our guide to labelling AI advertising, and we settle it in writing on every project.
Do you work this way?
Yes. On commissioned work, the workflow includes direction, reviews, deliverables and rights defined in writing according to scope.
From reference to commission
- 1
You pick references
Filter by your sector, mark the three or four pieces closest to what you have in mind and send them over.
- 2
We turn them into production
We turn those references into a proposal with a shot plan, scope, schedule and budget.
- 3
We produce and deliver
Direction, iteration and edit. We hand over the final files and the rights framework in writing.