Crax Rolls Out AI-Led Campaign with Dentsu and Kiss Films

Crax, one of India’s well-known snack brands, has unveiled a new advertising campaign produced in collaboration with Dentsu and Kiss Films, marking a significant step in the evolving use of artificial intelligence in creative production. The commercial film stands out for its extensive reliance on AI-generated visuals, with traditional computer graphics (CG) used only sparingly for product placement and minor visual enhancements. This project reflects a broader shift within the advertising and media industry, where artificial intelligence is no longer viewed merely as a supporting technology but increasingly as a core production tool. By integrating AI deeply into the filmmaking workflow, the Crax campaign demonstrates how brands and agencies are experimenting with new creative processes while maintaining high visual standards and narrative quality. AI as the Primary Production Tool Unlike conventional advertising films that depend heavily on full-scale CG pipelines or live-action shoots, the Crax film was largely created using AI-driven workflows. According to the production team, artificial intelligence was responsible for generating most of the visual environments, transitions, and stylistic elements that form the backbone of the film. Computer graphics were intentionally limited to essential tasks such as accurate product placement and subtle visual refinements. This hybrid approach allowed the team to preserve brand consistency and product clarity while leveraging AI to handle the more resource-intensive aspects of visual creation. The result, according to those involved, is a film that achieves visual quality comparable to traditional CG-heavy productions but with a fundamentally different execution model. Rethinking the Filmmaking Process Dalbir Singh, founder and CTO of Kiss Films, addressed a common misconception surrounding AI-generated films—that they are created quickly with minimal human effort. “People assume AI films are just a few prompts and done,” Singh explains. “That’s far from the truth. This was a month-long process involving a full creative team—director, editor, music director, and multiple specialists—working together. AI is just the tool. The filmmaking process remains deeply collaborative and craft-driven.” Singh’s comments highlight an important distinction in the current AI discourse. While artificial intelligence can automate certain tasks, it does not replace creative thinking, storytelling, or aesthetic judgment. Instead, it shifts where human effort is applied—from manual execution to conceptual direction, refinement, and quality control. Collaboration Remains Central Despite the advanced technology involved, the Crax project followed a traditional collaborative structure. Creative direction, narrative flow, pacing, sound design, and music composition were all handled by experienced professionals. AI served as an enabler rather than a decision-maker. The director and creative team worked closely with AI specialists to guide outputs, refine visual styles, and ensure that the final film aligned with the brand’s tone and messaging. This collaboration underscores a key industry insight: successful AI-led campaigns depend as much on human expertise as on technological capability. Singh emphasized that the role of the filmmaker remains intact, even as the tools evolve. “AI doesn’t remove the need for craft,” he said. “It changes how that craft is applied.” Importance of Expectation-Setting One of the critical learnings from the project was the need for early alignment among all stakeholders when working with AI-based production methods. According to Singh, managing expectations is essential to the success of such projects. “When we pitch AI films, the most important thing is expectation-setting,” he noted. “We first show key frames and often an animated reference so everyone is aligned on the final look and quality. Once that clarity is there, AI becomes a powerful production ally.” This approach helps avoid misunderstandings about what AI can and cannot do, while also ensuring that clients, agencies, and production teams share a common vision. Early visual references act as a bridge between creative intent and technological execution. Strategic Role of Dentsu Dentsu’s involvement in the campaign reflects the agency’s growing focus on innovation and emerging technologies in advertising. By partnering with Kiss Films and supporting an AI-led production approach, Dentsu positioned itself as a facilitator of experimentation while maintaining strategic oversight. For agencies, such projects offer an opportunity to explore new workflows that may eventually reduce production timelines, optimise budgets, and enable faster creative iteration. At the same time, agencies must balance innovation with brand safety, quality assurance, and client expectations. The Crax campaign illustrates how agencies can act as intermediaries—translating brand objectives into creative concepts that leverage cutting-edge tools without compromising on effectiveness. AI in Advertising: A Growing Trend The Crax film joins a growing list of advertising projects that are exploring AI-led production models. Across the industry, brands are testing AI for storyboarding, animation, visual effects, script development, and even voice generation. However, this campaign reinforces the idea that AI does not eliminate the need for human oversight. Instead, it shifts the industry toward a model where automation handles repetitive or technically complex tasks, allowing creatives to focus on ideation, storytelling, and emotional resonance. As more brands experiment with AI, best practices are beginning to emerge—clear creative direction, iterative feedback loops, and close collaboration between technologists and storytellers. Implications for the Future of Production The success of the Crax campaign suggests that AI-led production could become a viable alternative to traditional CG-heavy workflows, particularly for digital-first advertising and short-format content. While AI may not fully replace conventional methods in all scenarios, it offers a compelling option for brands looking to innovate. At the same time, the project raises important questions about skills, training, and creative roles in the future. As AI tools become more sophisticated, creative professionals may need to develop new competencies—such as prompt engineering, AI visual direction, and hybrid production management. What remains unchanged, however, is the importance of storytelling, brand understanding, and creative judgment. A Blend of Innovation and Craft Ultimately, the Crax AI-led campaign is less about replacing traditional filmmaking and more about expanding the creative toolkit. By blending artificial intelligence with human collaboration, the project demonstrates a balanced approach to innovation—one that respects craft while embracing new possibilities. As advertising continues to evolve, campaigns like this may serve as reference points for how brands, agencies, and production houses can work together to explore AI responsibly and creatively.