Artificial intelligence has reached a new milestone in Brazilian advertising. A construction company from Santa Catarina premiered a television commercial produced entirely with AI, becoming a pioneer in the construction sector by creating a campaign without traditional filming, actors or physical locations.
Developed for real estate company J.A. Russi, the 90-second film aired during prime time on NSC TV, a TV Globo affiliate in Santa Catarina, demonstrating that AI tools can already deliver content suited to large-scale campaigns.
More than two thousand AI-generated scenes
Unlike a conventional production, the entire commercial was developed with artificial intelligence tools. Images, characters, environments, camera movements, voice-over and music were generated digitally.
The project reportedly involved more than two thousand scenes. Many went through hundreds of variations before the team reached the desired level of realism and selected the final versions.
Maintaining visual consistency across characters and environments throughout the narrative was one of the main challenges.
The production combined several AI platforms
The workflow integrated different artificial intelligence platforms for video generation, image creation, animation, synthetic voices and music.
Even with technology handling much of the execution, the result depended on human creative direction, curation and refinement to preserve cinematic quality and narrative coherence.
Advertising enters a new era
The premiere signals how artificial intelligence is transforming campaign production. Processes that once required large crews, filming days and substantial budgets now have new paths for creation, editing and experimentation.
AI does not eliminate human creativity. It expands the ability to create faster, more personalized and visually sophisticated campaigns when guided by professionals who understand storytelling and direction.
The market follows the evolution of technology
The project reinforces a trend gaining traction across the economy: using artificial intelligence as a strategic communication tool.
As platforms improve, more companies are exploring new ways to tell stories, produce campaigns and connect with audiences through AI-generated resources.
The J.A. Russi commercial shows that this transformation is already underway and is likely to become increasingly visible in Brazilian advertising.