Simon & Paul Explores Hybrid Filmmaking with Generative AI.

For Domino’s Pizza the production company has unveiled two innovative films that merge classic filmmaking with generative AI, created in collaboration with director Carlo Oppermann.

Far from a fully AI-generated commercial, the project embraces a hybrid creative model, blending traditional craft such as directing, set design, casting, and lighting with advanced AI tools to build visually striking and imaginative scenes that would have been difficult or cost-prohibitive to shoot in the real world.

Rather than using AI as a shortcut, the team used it as a creative enabler designing entire worlds and environments that enhanced the narrative potential of the ads. Key human elements, including actors and product shots, were filmed traditionally. AI was then used to extend those scenes with visual elements that would be too expensive or impractical to create physically.

This approach offered both control and storytelling consistency, areas where generative AI alone still struggles. Oppermann and his team emphasize that while generative filmmaking is advancing, it lacks precision in areas like character continuity and scene coherence.

That’s why a hybrid model grounded in real performances and enhanced through AI is a more practical path for commercial storytelling at present. The project was realized in partnership with agency Jung von Matt and the Domino’s Germany marketing team, who were open to experimentation and pushed for high creative quality.

Watch the films and the behind the scenes video on Simon & Paul's portfolio page.