Case Studies

projects that changed the way we think

Projects are first and foremost a place of responsibility. This is where decisions must be executed. They are also a place of discovery — arising from careful observation of work in real conditions.

SCALE

There is more communication than can be handled manually. Scale stopped being human. Individual decisions stop being enough.

RESPONSIBILITY

More content means more production. More plans, shoots, and transport. We can't keep doing it the same way.

MEANING

There's more and more data. More reports too. Reports don't make decisions. There's less and less time to think.

AI animation

EU APPLES — Have an Apple Day

Animated film made with AI for the "Have an Apple Day" campaign. mimo.ooo developed and produced the whole film: script, direction, animation and the design of the apple characters. One master film and two market versions — Brazil and Colombia — that differ only in language and voice.

CONTEXT

Unia Owocowa · EU-co-funded campaign for Brazil and Colombia

SCALE

One master film and two market versions — Brazil and Colombia — that differ only in language and voice.

MATERIAL

Animated film made with AI

EU APPLES — Have an Apple Day

2026 · NOW · Continuous production

At this point, it's no longer about more campaigns.

It's about making sure brand communication decisions don't start from zero every time. Analysis, strategy, and production worked separately. Knowledge disappeared with the end of each campaign. We organize this work over time. AI works in the background: collects data from communication, draws conclusions and influences the next decisions — month after month. Regular, continuous communication. Not to produce more, but to build brand awareness in the age of AI chats and learn together with the brand over time.

CONTEXT

Continuous brand communication process based on data and insights from previous activities.

SCALE

Work distributed over time, without division into individual campaigns.

MATERIAL

Decision framework supporting analysis, creation, and execution.

2025 · Q3 · Mobile Vikings

AI wasn't supposed to be visible.

AI wasn't part of the communication. Not as a trick. Not as a topic. This approach worked. Viewers saw the brand, not the technology. From this point it was clear that at greater scale, manual production stops being enough.

CONTEXT

Brand campaign based on brand DNA and archetypes. Four cohesive personas designed as communication heroes.

SCALE

Hero spot 30", 5 shortened 15" formats, over 50 static creatives. Communication developed over time.

MATERIAL

Hero spot TV + digital. Internal tool for generating consistent content for brand heroes.

TVC "Offer Against the Current"

2025 · Q3 · Base

Quality had to be repeatable.

If something is to work faster, it must work repeatably. We stopped improvising. Quality could be reproduced. Every campaign required making the same decisions all over again.

CONTEXT

Rebranding campaign for Base (formerly BaseLinker). Introducing new visual identity in global communication.

SCALE

Production from brief to broadcast in 2 weeks (instead of standard 8+ weeks in classic model).

MATERIAL

Hero spot TV. Adaptations for international social media channels.

Base – rebranding spot 2025

2025 · Q1 · VitaFer

One campaign wasn't enough.

Decisions started to be based on data and subsequent iterations. This model worked within a single campaign. After it ended, decisions were made from scratch again. After the campaign ended, knowledge didn't carry forward.

CONTEXT

Two-month campaign building brand awareness among conservative farming communities.

SCALE

Over 50 messages published in continuous cycle. 2.6M views, CTR 1.41%, +280% follower growth.

MATERIAL

Video and social posts generated and optimized in real-time. Constant adaptation of messages to market reactions.

VitaFer – campaign 2025

2025 · Q1 · Maxon Forte 2025

Quality stopped being a problem.

The second iteration was just an ad. No explanations. No comments about AI. This closed the quality topic. Quality stopped being the problem — managing decisions became the problem.

CONTEXT

Continuation of TV campaign after the first 2024 project.

SCALE

Full-fledged TV spot in broadcast quality. No distinction from classic film production.

MATERIAL

TVC 30" prepared without a shooting schedule.

Maxon Forte – "Women of our lives"

2024 · Q3 · Komfort

Manual control stopped making sense.

Several spots in parallel. Scripts, visuals, sound. Production worked. The bigger the scale, the harder it was to maintain control over decisions.

CONTEXT

Black Sales Week sales campaign.

SCALE

6 commercials created in parallel in a single, cohesive production process.

MATERIAL

Full AI production: from script to sound design.

Komfort – Black Sales Campaign

2024 · Q3 · Orlen

Scale stopped being just about video.

The same way of working was used in digital, social, and print. It worked. Decisions had to work consistently across multiple channels at once.

CONTEXT

Orlen Stop Cafe product campaign.

SCALE

Materials used across Poland in multiple channels simultaneously.

MATERIAL

Digital · social media · print · outdoor. Hybrid product photography with generated backgrounds.

Orlen Stop Cafe – product campaign

2023 / 2024 · Maxon Forte 2024

At the beginning, there was one risky project.

One decision. Without precedent. The first TV ad generated by AI. It met broadcast requirements. From this point it was clear that without a new way of working, this wouldn't come together.

CONTEXT

First fully generated TV ad for Maxon Forte brand.

SCALE

One broadcast spot meeting regulatory requirements.

MATERIAL

TVC 30" with virtual protagonist.

Maxon Forte – "Dating Coach"

What this means

This is not a list of projects. These are projects where the traditional way of working stopped being enough. The way we work today wasn't a top-down idea. It's a consequence of this path. That's why today we don't do individual campaigns. We build a way of working that can handle scale.