Marie-Celine Merret (MC) and Vinne Schifferstein (V) today announce the launch of MC&V AI Creative Production, an AI-native production company built for the realities of modern advertising, with a focus on human judgment, restraint and craft.
Merret and Schifferstein previously established Monks in Australia and New Zealand, before reuniting at Clemenger, where they built MADE THIS, pioneering high-end Creative AI production in Australia. The pair met six years ago and together bring nearly four decades of marketing and advertising expertise. MC has spent 15 years working in agency and production roles across New York, Paris, and Sydney, while V has accumulated 22 years of experience in agency and marketing roles across Amsterdam, Düsseldorf, London, and Sydney.
Over two-plus years, they have been embedded in the realities of AI, delivering live campaigns, hybrid AI and live action productions, content systems, and production workflows for a range of leading brands such as Adidas, KFC, Afterpay, Samsung, Uniqlo and Schweppes.
Says Merret, Co-Founder MC&V AI Creative Production, “There’s a lot of noise around AI, but many clients and agencies have been disappointed by the reality. We’ve been in the trenches, solving real production problems under real timelines for real clients. Beyond producing high-end AI work, we’ve built long-standing relationships with specialist AI artists worldwide. Practitioners with deep roots in animation, filmmaking and visual craft who we’ve developed, tested and delivered with repeatedly. Our role is to protect ideas from bad AI decisions and ensure the work holds up creatively, commercially and reputationally.”
As AI talent becomes increasingly specialised, MC&V’s model is built around designing the right production workflow first, then assembling the exact expertise required to deliver each brief including making clear decisions about when AI adds value, and when it doesn’t.
Says Schifferstein, Co-Founder MC&V AI Creative Production, “When we spoke to the industry, we heard the same thing again and again: enough generalists, enough hype, enough spec work. Both clients and agencies told us they couldn’t find experienced operators who really knew how to turn AI into high-quality, commercially deliverable work – at speed and scale, on time and on budget – without compromising on creativity and craft.”
MC&V are also founders of the AARON Awards, the world’s first award show dedicated to celebrating the craft of AI in advertising. “With new practitioners emerging all the time,” says Schifferstein, “the awards have been a brilliant platform for staying connected with this vibrant community. It’s yet another way we’ve been able to access the world’s leading talent; the roster of judges alone is absolutely world-class.”
Prior to their official launch, MC&V has already delivered work in partnership with Apparent, Block (Kitchen Warehouse), Emotive (Weis), and Springboards. The team partners with agencies to help realise their creative ambition, share what’s possible in this new medium, and provide reassurance that the work will hold up in the real world.
Josh Mullens, Head of (Eastern) Block, said: “MC&V get it. They don’t just understand AI, they understand ideas, production and pressure. They bring in the right specialised talent and know how to push the technology hard without breaking the work. That combination is rare and we love working with them.”
Legal Disclaimer: The Editor provides this news content "as is," without any warranty of any kind. We disclaim all responsibility and liability for the accuracy, content, images, videos, licenses, completeness, legality, or reliability of the information contained in this article. For any complaints or copyright concerns regarding this article, please contact the author mentioned above.
