Elkjøp and TCL wanted to launch their partnership ahead of the 2026 Winter Olympics by putting their products right in the action, on the cross-country track, the curling ice, the hockey rink. The brief was bold. The reality was awkward: no winter, no snow, no budget for location shoots or elaborate physical production.
Instead of chasing the weather, we built it. Generative AI became the production method — not a finishing touch, but the core of how the film got made.
Actors were shot on green screen in a studio. A single stock clip of competitive cross-country skiers in an alpine winter landscape gave us the visual world we needed — but only one camera angle. So we fed that clip into a generative AI pipeline, analyzed its lighting, depth, and geometry, and reconstructed the environment from entirely new perspectives, each matched precisely to our studio footage. The AI-generated environments were then composited with traditional VFX for final integration, giving us production quality that felt shot on location, because in every way that mattered visually, it was.
What would have required location scouts, travel budgets, or full-scale snow production was built from a single clip and a smart pipeline. The campaign ran in time for the Olympics, on budget, with the kind of cinematic credibility that makes audiences forget to ask how it was made. Faster, leaner, and more flexible than any traditional approach, with generative AI at the center of the production, not bolted on at the end.