Mimagie

02/04/2026

This little bumper on French channel TF1, airing before American TV series, is just the beginning of a major AI-generated campaign starring Roxane and Max.
“Are we going to talk about money again?”
“No, we’re going to enjoy the film.”

03/03/2026

It’s kind of mind-blowing: this is all AI.

One of the hardest tasks for a director is to build a story driven by a character’s inner experience.

To visualize the invisible: someone else’s pain, weight, and hidden emotions — and to do it in a way that instantly reaches the viewer on the other side of the screen. So the story lands through feeling.

I’m proud to share the director’s cut of our new spot from the national campaign for Phlebodia 600.

It’s built on a simple, relatable insight: a young woman wants to move freely and wear her favorite shoes. But because of varicose veins, she feels as if heavy weights are chained to her legs. The central metaphor is a marble statue whose legs are bound with a chain. The statue mirrors a posture familiar to many women living with varicose veins: legs raised to help blood flow and ease symptoms. Yet the metaphor isn’t brutal — it’s poetic.

Look closely at the backlight pouring through huge windows, the texture of the dress in motion, the emotion on the actress’s face, and the complex VFX simulations of chains breaking apart.

No shutting down museum halls at the Hermitage or the Pushkin. No multi-million sets, casting marathons, heavy prosthetic makeup, or months of traditional CGI rendering.

Neural networks allowed us to deliver highly demanding art direction at the intersection of fashion aesthetics and classic pharma storytelling.

AI today isn’t just “playing with pictures.” It’s a full-fledged, controllable tool for solving serious business challenges — and for creating cinematic visuals that stand up to national broadcast.

20/01/2026

Now it's all AI except the ringtone.

05/10/2025

This is a commercial made in 15 minutes.
The new marketing is not when you do one commercial a year, one a month, or one a week.
The new marketing is when you do 10 commercials a week, check what works better, and re-balance with another 10 commercials.
This is when you need tons of good ideas, bad ideas, and genious ideas to create your brand universe.
And with 20+ years of experience building nartional leaders (aka watching hundreds of focus groups and supervising shootings in all the corners of the world for numerous markets), we can help along with that.

30/09/2025

All AI
It's not "Film the Impossible" like we like it. But I think it is a good example of how you make an AI video look real.
An OLV for a top national instruments seller.

13/08/2025

How a comedy is born?
Recently, we spoke with the Head of Production at a well-known French advertising agency and heard an interesting point of view: it will be a long time before AI can truly create comedy. Comedy, they said, is too alive — it often emerges on set from the chemistry between the director and actors.
Having spent over 20 years creating, among other things, comedic commercials — and having had the privilege of working with Cannes Lions–winning comedy directors — we have a technical understanding of how you make a comedy. Unfortunately, we also know how easily you kill a comedy, when a brilliant, incredibly funny script suddenly turns into a bland, humorless spot.
For me, comedy in an audiovisual work is all about vision. Whether it’s made with AI or not doesn’t really matter. What matters is knowing exactly what you want to achieve. Then it becomes a question of prompts, casting, intermediate generations… and then the chemistry arises between them — just like the chemistry between actors and a director in real life.
Comedy is vision, casting, editing. AI or not, it is not a big deal.

How you tell AI from real.

08/08/2025

This AI is disgusting! Until there's a comedy in it, right? :-D

11/07/2025

https://www.adsoftheworld.com/campaigns/mimagie-self-promo

A motivating video about the importance of feeling optimistic in most desperate situations.

05/06/2025

Tabletop is now taibletop.
A few shots from a food reel for our long term client, Sk, made with AI.

06/01/2025

https://www.linkedin.com/pulse/how-i-created-music-album-burger-king-daria-sherstobitova-lhype/?trackingId=7W9aNs6UMqNvXT4Va025HA%3D%3D

Giving a Brand a Voice in 2025 : the Rise of Creative Autonomy The relationship between brands and creative agencies is undergoing a fundamental shift. The traditional briefing process - where marketing departments dictate positioning, agencies propose concepts, and focus groups validate decisions -

28/11/2024

Это оммаж технологиям, которые меняют всю нашу работу. Несколько лет назад мы сняли ролик "Не выходи из комнаты", который стал вирусным роликом года по счетчику Google. Тогда для этого потребовались съемки длиной 2 дня, аренда двухэтажной квартиры в Москва сити, несколько котов Куклачева и какие-то фантастические усилия режиссера монтажа и графиков. Сейчас НЕ ВЫХОДЯ ИЗ КОМНАТЫ генерится весь видеоряд, кот получается значительно выразительнее, а главное - делай с ним что хочешь :)
Циан