The MH900 project bore little resemblance to any brief we had produced before. Not because AI played a central role — others had done that already — but because it fundamentally reshaped the way we worked together.
Alongside Orès France, Quechua’s agency, and director Eva Navaux, we moved away from the linear sequence that typically structures an advertising production — brief, treatment, validation, shoot, post-production. In its place, we embraced a circular workflow: every AI-generated image fed into Eva’s storyboard, every directorial instinct influenced the iterative design of the robot, and every piece of feedback from Quechua’s teams helped recalibrate the balance between live-action footage and generated imagery.
In practical terms, this meant that at no point was the creative process locked and then simply executed. The concept continued to evolve right up to the final renders — not out of indecision, but because the technology finally made it possible without blowing up budgets or timelines.
Here, hybridization doesn’t just refer to a production technique. It defines the very way the team — agency, director, production, AI — operated.
Alongside Orès France, Quechua’s agency, and director Eva Navaux, we moved away from the linear sequence that typically structures an advertising production — brief, treatment, validation, shoot, post-production. In its place, we embraced a circular workflow: every AI-generated image fed into Eva’s storyboard, every directorial instinct influenced the iterative design of the robot, and every piece of feedback from Quechua’s teams helped recalibrate the balance between live-action footage and generated imagery.
In practical terms, this meant that at no point was the creative process locked and then simply executed. The concept continued to evolve right up to the final renders — not out of indecision, but because the technology finally made it possible without blowing up budgets or timelines.
Here, hybridization doesn’t just refer to a production technique. It defines the very way the team — agency, director, production, AI — operated.
“Thanks to AI, we’re no longer doing what’s possible, but truly what’s best for the story.”
Sébastien Partika — Creative Director, Orès France
