When Christie’s International Real Estate (CIRE) asked us to reimagine their brand campaign video, we saw a chance to blend cutting-edge creative technology with human imagination.
The brief: deliver a standout hero campaign video that felt luxurious and distinctive – without leaning on tired clichés or stock footage. On top of that, no CIRE properties could appear in the film.
The challenge was clear: build a sense of aspiration, diversity and lifestyle appeal completely from scratch, in a way that still felt true to the brand.
To pull it off, we teamed up with an AI production studio, crafting scenes that flowed from city penthouses to ski lodges and beachside escapes, ensuring the viewer felt at home in each location.
Using AI meant we could control every detail – décor, weather, lighting – while staying nimble with budgets and timelines. But while the tech powered the visuals, we kept a tight human grip on the creative process, refining every frame with clear prompts and subtle tweaks to reflect CIRE’s core values.
Of course, innovation comes with its quirks. Midway through production, a five-legged horse galloped into an edit – a timely reminder that while AI can build worlds, it can also make monsters. That’s why we hold firm to our philosophy: technology is a tool, but human judgement leads.
The result? A campaign that raised the brand and excited the client – proof that AI can expand creative possibilities without losing authenticity.
For us, though, it always comes back to one principle when using AI in the creative process: human first, human last.