Gen AI end-to-end production, workflow design, ethical AI production, sound design, sound effects
A deliberate provocation designed to expose how effortlessly generative AI can replicate existing work, and how dangerous that ease becomes without the right expertise and ethical guardrails.
Springboards briefed us to replicate ChatGPT’s latest commercial spot as precisely as possible: match the tone, camera movement, lens choice, talent, and scene composition. The goal was to demonstrate how accurately AI can reproduce existing creative work, revealing both its capability and its capacity for copyright infringement and creative homogeneity.
The technical challenge: creating the illusion of a single, continuous camera take across multiple scenes. In Gen AI, this requires engineering a workflow that current models (January 2026) aren’t designed to deliver. Extensive R&D was necessary to maintain camera continuity and fluid motion without breaking the single-take illusion. To general astonishment, we achieved it.
We replicated the original so accurately that we deliberately introduced visual markers to clarify this was an AI-generated replica. The Springboards team was surprised by the precision, details you would assume require traditional production. The experiment proved its thesis: without craft-informed workflow design and ethical oversight, Gen AI collapses into imitation rather than innovation.
“MC&V’s understanding of AI is exceptional. The first delivery was incredibly fast, the level of precision was frankly unsettling in the best possible way, and every iteration came back sharper than the last. They were a joy to collaborate with. ”
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Client: Springboards