An AI concept ad for Brew Watch Company, created in partnership with Sprie and led from our London production studio, exploring how hybrid 3D and AI workflows can deliver cinematic, product-accurate results.
Brew Watch Co.
Gusto Film
Blake Claridge
Socials
90s Hero Film
8 weeks
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The Brief
We partnered with Sprie to explore what high-end, product-led campaign work could look like using a hybrid 3D and AI workflow.
Working with independent New York watch brand Brew Watch Company, the challenge was to create a cinematic, concept-driven film that avoided the usual pitfalls of AI, most notably inconsistency and inaccurate product representation.
The brief wasn’t just to create something visually striking, but to test whether this new way of working could deliver a compelling, brand-safe product film that holds up across every frame.
The Approach
We treated it like any other commercial brief, starting with idea, tone and story before bringing technology into the process.
Creatively, we leaned into the slightly absurd, off-kilter world that AI handles best, building a future-facing environment that complemented Brew’s distinctive, almost 2050-inspired watch design. The ambition was to push scale and spectacle, without losing control.
To solve the consistency problem, we worked with Sprie’s hybrid workflow. The watch was built in 3D, giving us full control over form, detail and accuracy, then integrated into AI-generated environments. This allowed us to maintain continuity across scenes, lighting and geography, while keeping the product true to life.
The process was deliberately split. Creative direction, storyboarding, casting, wardrobe and art direction were human-led, ensuring intent and judgement remained intact. AI and 3D handled the visual build within a controlled framework. Voice was AI-assisted, guided by human reference, while edit, music and sound design stayed firmly human.
The goal wasn’t to hand everything over to AI, but to understand exactly where it adds value and where human input is still essential.
The Result
The finished film delivers a cinematic, high-concept brand piece that feels far beyond the constraints of a traditional budget, while staying true to the product and original idea.
More importantly, it clarified where this way of working has real value. Accurate product representation is achievable. Consistency can be controlled. And when used properly, AI shifts the focus back onto taste, narrative and decision-making.
Handled without intent, AI flattens everything. Used with control, it opens up ambitious ideas that would have previously been out of reach for many brands.
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Blake Claridge
90s Hero Film
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