AI-native production company, MC&V, has won two famous Australian brands, Canva and Canteen. The wins reflect growing demand from global brands and culturally-led organisations for AI thought leadership and production partnerships with real, proven experience delivering the level of quality and efficiency AI production is capable of. They also underline a broader shift in the market, where access to AI tools is no longer the barrier, but knowing how to use them within commercial production environments is.

The appointments build on existing relationships with MC&V founders, Marie-Céline Merret Wirström and Vinne Schifferstein Vidal, having previously partnered with Canteen and Canva.

The era of AI experimentation has evolved into real campaign production. The challenge is no longer just generating content. It’s designing production workflows that can hold up on a commercial level, but also legally and operationally. Questions around IP, ownership, approvals, governance and production feasibility are becoming critical. While many AI artists are pushing the boundaries of image-making, motion and creative experimentation, the industry is still evolving when it comes to building end-to-end production pipelines that integrate with agency, brand and commercial workflows.

At the same time, the rise of AI-native workflows is creating demand for a new kind of producer, one who can bridge creative ambition, emerging technologies and the realities of modern commercial production.

MC&V co-founder, Vinne Schifferstein Vidal, stated, “Right now, almost everyone has access to the same AI tools, but what’s becoming more valuable is knowing how to turn those tools into work that holds up creatively and commercially. The tools have progressed incredibly quickly, but direction, craft and experience with brand production still matter enormously. That’s the thinking behind MC&V. We’re building around people who understand storytelling, production and how to deliver work properly for brands and agencies.”

Founded earlier this year, MC&V, launched with more than two years’ experience delivering AI campaigns for brands such as adidas, Uniqlo, KFC and Afterpay. It positions itself as an AI-native production company built around workflow design, creative direction and production systems.

With that approach, the company has also expanded its creative roster, signing AI directors, Jodie Heenan, Josef “Seppi” Scholler and Jagger Waters, to support growing client demand, bringing together different creative disciplines within a production model built specifically for AI-native and hybrid production.

Australian AI artist, Heenan, has a design, motion and VFX background and brings established commercial production experience as creative director of her own company working with brands like Cadbury and Twinings. Heenan is winner of Best Comedy and Audience Choice at the AI International Film Festival in Hollywood. Alongside her studio work, she has held senior academic leadership roles at universities across Australia. 

Scholler is known for his cinematic visual style, strong in directing hybrid productions and AI-driven world-building work, combining emotional and authentic scenery with emerging generative workflows. Scholler is a recent winner of the Los Angeles AI Motion Pictures Awards.

Waters is a multidisciplinary AI creator, writer and producer with over a decade of experience across film, audio, live events, and digital storytelling. As an early adopter at the forefront of AI-driven video production and winner of several early gen AI filmmaking competitions, her work has been recognised by SXSW, the Sundance Institute, Adobe, Cannes, Producers Guild of America, Forbes, and the Television Academy.

“Production is becoming less about departments and more about how you design the workflow around the idea and bring the best talent around the brief,” commented MC&V co-founder, Marie-Céline Merret Wirström. “Clients are asking different questions now. Not just what AI can do, but how it fits into their process, their approvals and how it scales. That’s where production thinking becomes critical.”

Cover image l-r: Marie-Céline Merret, Jagger Waters, Josef Scholler, Jodie Herman, Vinne Schifferstein