The Brief

We didn’t have a client for this one. We just had a question: Can we use generative AI to create a cohesive, narrative-driven commercial that feels tactile, human, and genuinely funny?

The Concept

We’re all dog people. We got our heads together to come up with a product that definitely doesn't exist (although... maybe it should). We wanted a concept silly enough to let us play, but grounded enough to test our storytelling chops.

The result is DWIGS: A solution for canine aesthetic stagnation.

The biggest challenge with AI animation is consistency. To keep our characters from morphing into different dogs every three seconds, we treated this like any traditional workflow.

The Process

We started by developing comprehensive character sheets for our heroes, defining their look from every angle. We didn’t just type "dog on couch"; we built the world they live in; the furniture, the lighting, and the fuzziness in the stop-motion texture that gives the film its warmth. We essentially built a digital set.

For the Voice Over, we utilised ElevenLabs to find a narrator with that specific warm, "public service announcement" type of Australian delivery. We were meticulous about selecting a voice actor who had explicitly licensed their voice for creative commercial use. (Check your licenses, people!)

We then generated countless variations of each beat, curating the shots frame-by-frame to ensure the emotional arc, from boredom to fabulousness, landed perfectly. We then used the industry-best image-to-video tools to breathe life into those static boards, carefully controlling the motion to maintain that hand-animated charm.

The raw video generation was just the raw footage. The soul of the film was found in Resolve. We cut the spot to nail that dry, awkward comedic timing that AI simply cannot replicate. We layered royalty-free foley and ambience to ground the characters in a physical space. And finally, our in-house designer crafted the custom supers and typography to give the brand a polished, high-end identity.

DWIGS proved that while AI can generate pixels, it takes a creative eye to generate a story. It’s a workflow we’re refining every day, blending the speed of this new technology with the craft of traditional filmmaking.

The Producers © 2026