What’s changing across AI and creative. New models, new work, new ideas and the shifts worth knowing about, with a clear point of view on why they matter.
The documentary about Diesel founder Renzo Rosso uses AI not as an effect, but as part of the storytelling language itself.
A Venice documentary rebuilds Renzo Rosso’s childhood with AI — not as an effect, but as part of how the story is told.
AI is giving documentary filmmakers a new way to visualise the parts of a story that were never captured in the first place.
The Creme Egg collaboration used synthetic spectacle and deliberately rough social content to make people wonder whether the stunts had actually happened.
That is the more interesting creative use of AI here. The technology did not just make production cheaper. It made an otherwise impossible piece of public spectacle believable enough to circulate as culture. Brands can now invent the kind of oversized stunt that would normally require permits, builds, locations and large budgets, then release it through the same channels where real-world moments are discovered. The creative question becomes less about perfect realism and more about how far you can push believability before the audience stops playing along.
A production company is moving beyond making films and building a team around whatever form the idea actually needs to take.
Photoplay and Bermuda Tech Lab are building a production offer that can become film, install, interactive or all three.
Production companies are starting to move upstream, helping decide what the idea becomes rather than simply producing what has already been decided.
Photography, illustration, movement and AI came together in a fashion show where the imagery responded to the people inside it.
Nick Knight and SHOWstudio made H&M’s runway imagery respond live to the people moving through it.
That makes the project more interesting than another fashion show using AI visuals. The campaign imagery itself became live. Instead of creating a fixed film or set of photographs and playing them back around the runway, the visual language could respond to what was happening in the room.
Brand imagery does not have to remain a finished asset. It can become a responsive part of the experience itself.
An AI-native production company has gone from launch to one of Australasia’s highest-ranked production companies in roughly twelve months.
AiCandy launched in July 2025 as a production company built specifically around AI filmmaking for advertising and brands. Campaign Brief’s THE WORK 2026 ranked AiCandy #2 among Australasian production companies.
AI production is no longer sitting in a separate experimental category waiting to be taken seriously. The work is increasingly being judged inside the same creative ecosystem, against the same expectations of storytelling, craft and results.
AI production is not just getting better. It is getting established fast.