Merry Prepmas

Gen AI end-to-end production, character development, workflow design, AI post production, gen AI image and video

One of the most ambitious retail campaigns ever attempted with AI in Australia. 64 radio spots, 12 weekly videos running 60-90 seconds, and 5x 15-second product films. All part of a sixty-day countdown to Christmas. One impeccably mannered, lovely but faintly passive-aggressive AI assistant, Mary Prepmas, programmed to bring calm to Christmas chaos.

Working with (Eastern)Block we designed a Gen AI production pipeline that delivered a total of 81 human-written scripts across all deliverables brought to life through AI character development, voice generation, and video production. Each spot aired for just 24 hours before making way for the next. The workflow demanded precision: character development and consistency across evolving scenarios, rapid turnaround without compromising craft, and a tone that balanced humour with retail utility.

Our approach started with R&D across character design, voice synthesis, camera angle testing, and scene variation using tools including ElevenLabs for VO, Midjourney for character development, and Kling, Veo 3, and Runway for animation and lip-sync. We assembled a specialist team: Gen AI Director, VFX artist, Motion Artist and Audio Experts all fluent in AI. Each contributed deep craft expertise to turn Mary from concept into a character sharp enough to cut through the seasonal noise.

The result: a living campaign that proved Gen AI’s capacity for scale, speed, and storytelling rigour when guided by the right workflow, the right talent and collaboration.