Austrian iced tea brand Rauch, in collaboration with agency David+Martin, has released two AI-generated short films titled “Friendship” and “Journey” as part of its “Erfrucht dich frischend” (“refreshingly fruity”) campaign targeting Gen Z audiences.
The films have been developed almost entirely with AI tools by AI production company tektite. The usual production process was realised using AI tools, like Max Penk, Creative Innovation Director at David+Martin explains:
From casting and styling to pixel-perfect packshots: our custom workflow turned generative AI into a daily craft tool, not a gimmick. The result: Two bold, surreal one-shot films that turn a sip of iced tea into a trip through fruity slides, peacock rodeo, rainbow kart races, dandelion runways and a space odyssey.
