MC&V AI Creative Production launches with a clear take on next-gen ad creative
Marie-Celine Merret and Vinne Schifferstein have launched MC&V AI Creative Production, an AI-native production company built for modern advertising. The premise is simple: use AI where it adds value, avoid it where it doesn't, and protect ideas with human judgment, restraint, and craft.
Who's behind it
Merret and Schifferstein have worked together for years, first helping establish Monks across Australia and New Zealand, then reuniting at Clemenger to build Made This, a high-end Creative AI production initiative.
Over the past two years, they've delivered AI-driven work across live campaigns, hybrid AI x live action productions, content systems, and production workflows for brands including Adidas, KFC, Afterpay, Samsung, Uniqlo, and Schweppes.
What they actually do
MC&V is set up to provide specialist AI talent and production pipelines, with a focus on creative integrity and commercial reliability. As Merret puts it, "There's a lot of noise around AI, but many clients and agencies have been disappointed by the reality. We've been in the trenches, solving real production problems under real timelines for real clients."
They've built a global network of specialist AI artists with deep roots in animation, filmmaking, and visual craft. "Our role is to protect ideas from bad AI decisions and ensure the work holds up creatively, commercially and reputationally," says Merret.
Building the craft: the AARON Awards
MC&V also founded the AARON Awards, the first award show dedicated to the craft of AI in advertising. Schifferstein says, "With new practitioners emerging all the time, the awards have been a brilliant platform for staying connected with this vibrant community. It's yet another way we've been able to access the world's leading talent; the roster of judges alone is absolutely world-class."
Early partners and feedback
Prior to launch, MC&V partnered with agencies including Apparent, Block (Kitchen Warehouse), Emotive (Weis), and Springboards to deliver AI-driven work.
Josh Mullens, Head of (Eastern) Block, is blunt: "MC&V get it. They don't just understand AI, they understand ideas, production and pressure. They bring in the right specialised talent and know how to push the technology hard without breaking the work. That combination is rare and we love working with them."
What this means for creatives
- AI is a tool, not the idea. Use it to extend craft, speed iteration, and scale variants-without compromising taste.
- Hybrid models win. Combine AI with live action, design, and animation to get quality and efficiency.
- Guardrails matter. Clear briefs, IP checks, consistency passes, and QC keep work safe and on-brand.
- Specialists over generalists. You need operators who know the tech, the workflow, and the creative bar.
- Decide where AI adds value. Style development, look creation, post, and content systems often benefit; core storytelling and key hero moments may not.
How to pressure-test an AI production partner
- Show us shipped work under brand timelines. What was AI vs live action vs design?
- Walk through your model, data, and rights approach. How do you manage IP and likeness risk?
- Explain your QC stack. Who signs off on taste, consistency, and legal at each stage?
- Prove scale. How do you version, localise, and maintain continuity across edits and channels?
- Cost clarity. Where does AI reduce spend, and where does quality still require traditional production?
The industry read
Schifferstein sums up the market's request: "Enough generalists, enough hype, enough spec work. Clients and agencies want experienced operators who can turn AI into high-quality, commercially deliverable work-at speed and scale, on time and on budget-without compromising on creativity and craft."
If your team wants to sharpen practical AI production skills, explore curated training for creative roles at Complete AI Training.
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