MC&V wins new business from We Are Social & others

MC&V has won new business from We Are Social, Outride and Windsorborn, five months after the Sydney-based creative production company launched.

The new clients add to earlier work for Canva and Canteen as MC&V builds its position in AI-led production for agencies and brands. The latest mandates span social content, a real-time branded experience and a campaign combining live-action footage with AI-generated scenes.

We Are Social has appointed MC&V to produce fast-turnaround social content using AI-based workflows designed to keep pace with social and cultural trends.

Ben Clare, Executive Creative Director at We Are Social, outlined the thinking behind the partnership.

"The pace of social demands production models that can move quickly without compromising creative quality. MC&V's AI-native approach, combined with a strong understanding of agency workflows, makes them a valuable production partner as we explore new ways of creating content at the speed of culture," said Ben Clare, Executive Creative Director at We Are Social.

In the US, nonprofit organisation Outride has hired MC&V to create a real-time AI experience linked to cycling and brain activity. The project will visualise the impact cycling has on the brain as people ride, turning scientific data into an immersive brand experience.

The work highlights a part of the market where AI tools are being used not only for content production but also for live and responsive audience experiences. For creative production groups, such projects open opportunities that sit between advertising, digital experience design and data-led storytelling.

Windsorborn, an independent creative agency, has also engaged MC&V for a hybrid campaign. The production will combine live-action talent shot against a green screen with AI-generated environments, bringing conventional production methods together with newer AI-led processes in a single commercial brief.

Broader demand

Taken together, the three assignments show the range of work now being commissioned from specialist AI production outfits. The briefs span always-on social output, campaign work and real-time experiences, suggesting some clients and agencies are moving beyond limited AI testing into more established production use.

MC&V Co-founder Vinne Schifferstein Vidal said client discussions had changed over the past year as interest in AI production matured.

"We're incredibly grateful that We Are Social, Outride and Windsorborn have chosen to partner with us. We don't take that trust lightly, and we're looking forward to building work together that shows what's possible when AI is combined with strong creative thinking and production craft," said Vinne Schifferstein Vidal, Co-founder of MC&V.

The company has also expanded its roster of AI artists as it takes on more projects. It has added Mike Bennion, who brings more than two decades of commercial directing experience, and Australian AI artist Luke Burton, whose work the company describes as having an experimental visual style.

They join existing AI artists Jodie Heenan, Josef "Seppi" Scholler and Jagger Waters. The roster model suggests MC&V is organising itself more like a production house with specialist creative contributors than a small technical studio built around a narrow set of operators.

Talent model

Marie-Céline Merret Wirström, the group's other Co-founder, said the company wanted to build around a broader mix of creative voices rather than rely on one generalist.

"As the briefs become more varied, the talent model has to evolve with them. We're intentionally building a roster of directors with distinct creative voices and deep production experience, so we can bring together the right creative minds for each project," said Marie-Céline Merret Wirström, Co-founder of MC&V.

MC&V was founded earlier this year by Merret Wirström and Schifferstein Vidal. The founders say they have previously delivered AI work for brands including Adidas, Canva, Samsung, Afterpay, KFC, Uniqlo, Canteen and Weis.

The company's early growth reflects a wider shift in the advertising production market, where agencies and brands are weighing how to use AI for faster turnaround, lower-cost experimentation and new creative formats while still relying on established production disciplines such as directing, compositing and live-action shoots. The Windsorborn assignment, in particular, illustrates how hybrid models are emerging as a practical bridge between standard production and fully synthetic visual creation.