How R/GA Used AI to Make an 'Impossible' Ad

Google challenged R/GA to create an ad that could only exist with AI. In just four weeks, the team used Google’s generative video model Veo to produce an experimental film with Moncler, unveiled at Cannes Lions. Nick Pringle, R/GA Chief Creative Officer, EMEA, shared how the project pushed the agency to embrace a new, more fluid creative process, highlighting both the possibilities and limitations of AI while showing that human vision remains at the center of storytelling.

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R/GA, Marketing Agency

How R/GA Used AI to Make an 'Impossible' Ad