Croatia has marked a new “first” in advertising history – the launch of the first completely AI-generated TV commercial for Chio TIP TOP. The creative force behind this pioneering project is Intersnack Adria, together with agency Imago Ogilvy and their production company Riba ribi grize rep. The visual and musical world of the ad was shaped by artificial intelligence under the direction of the region’s most renowned AI artist, Filip Filković Philatz, and his team from More Magnets. This resulted in a unique blend of human ideas and synthetic expression.
“When a new technology appears, we always strive to be the first to apply it. Although artificial intelligence will become an increasingly important tool in the future, it is important to emphasize that it is primarily a means of realizing an idea that still has to be creatively conceived by people. We believe this campaign shows how technology and human imagination can work together perfectly,” said Darko Bosnar, Chief Creative Officer at Imago Ogilvy.
The process itself – called synthetic production – encompassed all stages: from concept and visual execution to the final video. The focus was on exploring new possibilities, speeding up realization, and testing the limits of creative expression.
“My view is that new systems offer us extraordinary opportunities to push boundaries, both in production and creatively. At the same time, classical filming methods and human creativity remain the foundation of our work. I see the future in intelligently balancing conventional and synthetic production, where the best of both worlds meet in service of the idea,” added Filip Filković Philatz.
And what does this commercial mean? It shows that artificial intelligence is no longer just an experiment or a toy – it is already today a serious teammate of the creative industry. With this, the region has stepped into a new chapter of advertising, where the question will be less “can AI,” and increasingly “what will we do with it.”
