A handbag campaign shot in Paris without going to Paris
Rishita Kalra · @luxry.ai
HiggsfieldInstagram
Observatory · July 2026
This is already being produced with artificial intelligence
This is not a promise from us. These are 45 pieces published by creators and brands around the world, each with its technical notes, the tool that made it and a link to the original post. Filter by sector and see for yourself how far this has come.
- 45catalogued pieces
- 7sectors
- 20different models
- 23with a real client behind
None of these pieces was made by EficiencIAl. Each one belongs to its author, is shown with permission, with visible credit and a link to the original post. Our edits only remove captions and overlaid advertising so the work itself can be seen. Brands cited by the authors as references have neither commissioned nor endorsed those works, and each entry says so.
Filter by sector
By model or tool
Format
45 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 bag deforms the fabric of the sleeve. It is the first thing that breaks and the last thing you learn to look for.
See hyperrealism piecesCharacter continuity
The same face, the same garment and the same product across eight shots with different lenses. This is what separates a pretty test from a campaign you can actually deliver.
See fashion and luxury piecesMotivated 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 film piecesNoise 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 piecesBrands that have already done it, with the source in plain view
Pieces and campaigns documented by the brand itself or by trade press. When a client asks whether this is just a handful of enthusiasts, this is the list.
- Gran consumoSource →
Coca-Cola remakes its Christmas ad with generative video
Coca-Cola with Secret Level and Silverside AI
- ModaSource →
Mango creates the brand's first campaign entirely with AI
Mango Teen, in-house teams
- DeporteSource →
PUMA lets the fans design the third kit with AI
PUMA with Manchester City
- DeporteSource →
Social series with a digital twin of José Mourinho
Footballco with Coca-Cola
- SoftwareSource →
monday.com produces training and advertising with generative video
monday.com, case documented by Google Cloud
- ArquitecturaSource →
Generative rendering in top tier architecture practices
Gendo, used by Zaha Hadid Architects
- TurismoSource →
A national tourism board promotes its year with AI
Tourism Malaysia, Visit Malaysia 2026
- RestauraciónSource →
First advertising campaign by a restaurant chain generated with AI
Teriyaki Madness
- CineSource →
How live action was combined with Veo in a short film
Google DeepMind and Primordial Soup
To check the state of the art yourself
Questions we get in the first meeting
Were these pieces really made with artificial intelligence?
Yes. Each entry states the model or tool declared by its author and links to the original post where the author explains it. For brand cases, the source is a press release or an official publication from the company itself.
Who owns the rights to these videos?
Each author owns theirs. We show the pieces 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.
Can an ad made with AI be broadcast on television?
It already is. This gallery includes a Super Bowl spot, a Coca-Cola Christmas campaign and a Spanish Movistar campaign. What has to be settled first is the rights chapter: which model is used, under what commercial licence, and what gets signed with the client.
How long does it take compared with a shoot?
It depends on the piece, but the order of magnitude changes: what used to be a week of pre-production, a day of shooting and two of post becomes a few days of directing and iterating. What does not change is the judgement: script, shot plan and edit still cost the same.
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 before starting.
Do you work this way?
Yes, with the same kind of pipeline and with real clients: public administrations, wineries, sports clubs, hotels and agencies. The difference is that a commission comes with direction, revisions, file delivery and accountability for rights.
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 convert those references into a concrete plan: shot plan, models to use, schedule and a fixed budget.
- 3
We produce and deliver
Direction, iteration and edit. We hand over the final files and the rights framework in writing.