MC&V signs Canva and Canteen, adds three AI directors to roster
MC&V, an AI-native production company founded earlier this year, has secured new work with Australian brands Canva and Canteen. The company also signed AI directors Jodie Heenan, Josef 'Seppi' Scholler, and Jagger Waters to its creative team.
MC&V co-founders Marie-Céline Merret Wirström and Vinne Schifferstein Vidal have worked with both clients before. The renewed partnerships suggest brands are looking beyond tool access to production expertise-workflow design, governance, and commercial execution at scale.
What MC&V does
The company focuses on hybrid and fully AI-native campaign production. Previous clients include Adidas, Uniqlo, KFC, and Afterpay.
Schifferstein Vidal said the core value proposition is straightforward: "Almost everyone has access to the same AI tools now, but what's becoming more valuable is knowing how to turn those tools into work that holds up creatively and commercially."
He added that direction, craft, and brand production experience still matter. "The tools have progressed incredibly quickly, but that's where the gap is."
The directors
Heenan is an Australian AI artist with background in design, motion, and VFX. She has worked with Cadbury and Twinings.
Scholler is known for cinematic visual style and hybrid work. He won the Los Angeles AI Motion Pictures Awards.
Waters is a multidisciplinary creator with experience across film, audio, live events, and digital storytelling. The Television Academy, Producers Guild of America, Cannes, and Sundance Institute have recognized his work.
Client expectations are shifting
Merret Wirström said client questions have changed. "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."
She framed the shift as a move away from departmental thinking toward workflow design. "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."
For creatives working with AI tools, understanding production systems and governance is becoming as important as technical skill. Generative Video Courses and AI Design Courses can help build both technical and workflow knowledge for brand production environments.
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