Didn’t expect Visa to produce a music video? Didn’t expect Visa to launch an AI-created digital character? Visa has done both with agency, Saatchi & Saatchi Italy. The AI character, V, is designed to support people in developing their talents and achieving their ambitions – it is deeply human and “not a virtual influencer or a heroine, but a reflection of the potential that lies within each of us – designed to inspire people to explore new horizons, develop their skills, and turn aspirations into reality,” Visa notes.
V’s music video, conceived by Saatchi & Saatchi Italy, produced by BRW, with direction and AI production by Dogma, was created in collaboration with Warner Music Italy and released in collaboration with Atlantic Records Italy, part of the global Warner Music Group (WMG) network. It brings together music and sport through a new track, Anywhere, by producers, Merk & Kremont, written with Josh Cumbee and performed by emerging singer-songwriter, Shorelle.
The launch begins on February 6 across major streaming platforms and radio, culminating in a live performance on February 13 in Milan, during the Milano Cortina 2026 Winter Olympic and Paralympic Games, a moment when Italy and the world focus on human potential, and aligns with Visa’s mission to enrich the experience of sports fans and help people achieve their dreams, step by step. During the performance, the music video will be projected as part of the Live Site program – the official fan zone of the Milano Cortina 2026 Winter Olympic and Paralympic Games.
“AI makes it possible to work faster and imagine things that were previously unthinkable, too complex, or too expensive. Today it allows you to think bigger – and for a creative, there’s nothing better than that. From a technical standpoint, V’s music video represents a major challenge: three minutes of visual storytelling with a consistent character from start to finish, environments and costumes that maintain continuity and identity. Creating short content with AI is relatively simple. Producing a long-form music video with this level of consistency, however, requires a complex workflow,” noted Manuel Musilli, ECD at Saatchi & Saatchi Italy.
“AI doesn’t create dreams – people do. As this technology becomes increasingly present in our daily lives, our goal is to use it in ways that truly support people and their ambitions,” stated Serena Di Matteo, head of marketing Southern Europe at Visa. “With this new project, we want to continue supporting talent through innovation and bring people closer to sport through music. It’s an approach that reflects the Olympic and Paralympic spirit: connecting people, expanding access, and creating opportunities. With V, we turn this vision into concrete support, transforming innovation into real help that allows people to build momentum, step by step.”
“Music is, by nature, an emotional bridge: while technology underpins the creation of V, it’s the artistic talent of Merk & Kremont that elevates it, transforming it into an experience with deep emotional resonance. The V project shows how the union of artificial intelligence and human creativity can connect with a broad audience. Bringing this partnership to the Milano Cortina 2026 Games confirms that creativity remains the most powerful engine for inspiring new generations,” added Pico Cibelli, president of Warner Music Italy.
Credits:
Integrated Model: Publicis Groupe Italy – The Power Of One
Creative Agency: Saatchi & Saatchi Italy
Social Media Agency: Bcube Italy
Media Agency: Starcom Italy
Production House: BRW
Direction & AI Production: Dogma
