Lidl - Price Campaign

Client: Lidl
Agency: M+C Saatchi Group
Production: Saltwater Films
AI Production: SPAICE
Director: Charley Stadler
Co-Director: Ivo Heffner
Lead Creative Technologist / VFX-Supervisor: Korbinian Weber
Director of Photography: Cezary Zacharewicz
Executive Producer: Marie Haslebacher
AI Executive Producer: Max Schlett
Senior Producer: Victoria Maschuw
AI Post Production Producer: Peter Golovtchiner, Hakan Cirak
Lead Visual AI Artist: Dylan Laakmann
Creative Technologists: Michael Strasser, Michael Linschitz, Jasper Glänzer, Sophie von Kummant
Compositing: Mike Robinson
Retouching: Alina Ehrle
Additional Creative Technologists: Niklas Hail, Sophie von Kummant, Max Borg
Production Assistant: Johanna Kirsch
1st AD: Ina Sprinckstub
1st AC: Tom Zylla
2nd AC: Valentin Kühn
DIT / VTR: Mario Krohnfuß
Sound Operator: Rhys Anderson
Gaffer: Albrecht Silberberger
Best Boy Light: Christoph Naschke
Electricians: Max Smeaton, Sascha Seeger
Key Grip: Chris Sobisch
Make-Up Artist: Janina Preininger
Stylist: Saskia Schmidt
Props Master: Greta Bolzoni
Editor: Hannes Weishaupt
Studio Manager: Sebastian Enke
Talent: Michael Gugel

Three hybrid spots for Lidl, produced together with Saltwater. Only the lead actor was shot in camera. Every set, every environment, every detail - down to the cows that needed to vanish from frame - was built in our hybrid 3D/AI/VFX pipeline.

We started fully in 3D. By laying out the worlds in render first, every element stayed controllable: camera moves, lighting, the shape of a horizon, the absence of a cow. AI and VFX came in on top of that foundation, not in place of it. The result is a workflow where generative tools serve the image instead of dictating it, and where the line between what was filmed and what was built disappears on screen.

It's a glimpse of where commercial production is heading: not AI replacing craft, but craft directing AI.

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