Simon & Paul have presented a hybrid filmmaking project for Domino’s Pizza that combines traditional commercial production with generative AI. Developed together with director Carlo Oppermann and agency Jung von Matt, the two films demonstrate how AI can extend classic craft rather than replace it.

The production followed a hybrid workflow: actors, product shots, lighting, and set elements were filmed traditionally, while generative AI was used to create and expand environments that would have been difficult or cost-intensive to realize physically. Instead of positioning AI as a shortcut, the team used it as a creative tool to design entire worlds and visual layers that support the narrative and brand message.

According to the creators, this approach offers greater control and storytelling consistency than a fully AI-generated commercial. While generative video tools are evolving rapidly, challenges remain in areas such as character continuity, precision, and scene coherence. A hybrid model grounded in real performances and enhanced through AI currently provides a more reliable solution for high-quality brand storytelling.

The project highlights how commercial film production is shifting toward integrated AI workflows without abandoning established directing and production expertise.

The films and behind-the-scenes material are available on Simon & Paul's portfolio page.