04/15/2026
Full Ai-generated commercial for AXE
We really do live in strange and interesting times.
Now you can actually test creative ideas quickly - without sinking into production hell or waiting half a year for approvals. When was that ever possible? Right: never.
So when Axe came to us with the idea “let’s play with Ai video” I was genuinely excited. Axe has always been about bold, slightly provocative creativity - and Ai feels like the perfect match for that energy.
We developed several concepts, and honestly, they were all fun. My favorite: a guy walks down the street and suddenly every girl around him starts sliding like the city turned into an ice rink. Pure everyday absurdity.
For testing, the client chose a more restrained direction - no street skating this time.
One tricky moment in this video: the reflection of a woman in the hero’s cheek. The Ai simply couldn’t handle it (the outtakes were… let’s say, accidentally horror-coded). So we went classic: compositing. Two separate generated elements - the cheek and the reflection - carefully stitched together by our VFX wizard Max Nabokov to preserve the feeling of reflection in skin, not just the image of it.
And yes, you could question the line delivery: “Wow! You’re smooth as a mirror.” Ai still isn’t great at acting nuance. But honestly, it works. And if you disagree, you’ve clearly never tried getting a model to say “Wow” 20 different emotional ways on set.
Overall - a strong piece. We liked it, the client liked it, which already feels like success.
And yes, the “sliding girls on the street” concept is available for your next campaign. By from us, don’t delay 😁🫶
Agency & production: Ai-Механика�Client: Axe�Creative Director: Alex Karpov�AI Artist: Alexander Grushin�VFX: Max Nabokov�Edit & motion: Pavel Aushev
