Not Just Any creates fully AI-produced campaign for Ziggo
The production company unveils a new campaign for Dutch telecommunications brand entirely using AI production techniques.
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Production company Not Just Any has unveiled a new campaign for Dutch telecommunications brand Ziggo, making it their latest commercial created entirely using AI production techniques from concept through to final delivery.
Created in partnership with agency Brothers And Sisters, the campaign introduces a brand new Octopus character for Ziggo. Conceived as the ultimate multitasker, the character was developed through an AI-powered creative pipeline combining audience research, character design and generative production techniques. Designed as a long-term piece of brand IP, the octopus has the potential to feature in future campaigns and customer touch points for years to come.
The 20-second flagship TV commercial celebrates football fandom through the playful new character, using Ziggo’s orange brand palette. Alongside the hero film, Not Just Any also created a series of digital out-of-home and print activations, establishing the octopus across multiple channels from launch. While audiences will simply experience a polished, entertaining campaign, behind the scenes the project represents another significant milestone for the Not Just Any team.
Not Just Any integrated emerging AI production tools throughout the creative process, from research and character development through to production and final delivery, enabling the team to develop, direct and deliver a complete broadcast-quality campaign using an entirely new production workflow.
A key focus throughout development, the production company explains, was ensuring the creature felt genuine. Particular attention was paid to the subtleties of the character's movement, animation and skin detail, giving it a tangible personality and emotional presence that elevates him beyond a visual mascot into a recognisable brand character.
While AI dramatically streamlined traditionally labour-intensive stages such as rigging and animation workflows, the artistry remained firmly in human hands. The project became a collaborative exploration for the creative team, with experienced animators shaping every aspect of the character’s performance, movement and personality while using AI to remove technical friction rather than creative decision-making.
Credits
View on- Agency Brothers And Sisters/London
- Production Company Not Just Any
- Director Roswell
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Credits
View on- Agency Brothers And Sisters/London
- Production Company Not Just Any
- Director Roswell
- Managing Director Prudence Beecroft
- Creative Director Aidan Gibbons
- Creative Director James Spillman
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency Brothers And Sisters/London
- Production Company Not Just Any
- Director Roswell
- Managing Director Prudence Beecroft
- Creative Director Aidan Gibbons
- Creative Director James Spillman
"The technology is evolving incredibly quickly, but the creative ambition remains exactly the same," shares Aidan Gibbons, Co-founder and Creative Director at Not Just Any. "This wasn't about making an 'AI film', it was about creating a new character and making a great film for our client. AI simply became another creative tool that allowed us to work in new ways and solve problems differently."
"What people often miss is that AI doesn't replace artistry, it removes some of the production pain points," Gibbons continues. "The complex rigging and technical animation pipeline can now happen in completely new ways, but the performance, the personality and the creative choices still come from artists. Both James and I are animators, and we obsessed over the nuances of the octopus’s movement and skin detail because that's what ultimately gives a character life."
“It's been great to see the control we were able to get by harnessing these tools effectively. I am eternally impressed with the team and glad to see this adorable little creature out in the world " adds Prudence Beecroft, Managing Director of Not Just Any. "
Not Just Any feel that the Ziggo campaign "represents more than a successful piece of work. It demonstrates that AI has matured into a viable production pipeline for broadcast-quality commercial content, opening up new creative opportunities for brands looking to move faster without compromising ambition. More significantly, it shows how AI can help creative teams build enduring brand IP that combines technological innovation with the craft and character audiences connect with."
