How an AI Spec Ad Led to a Paid Samsung Campaign

When AI video producer Jakob Schweighardt tried to recreate Samsung’s full CGI “Ostrich” commercial in just one day using AI, it was a test:

Could AI reinterpret a €5 million budget CGI ad well AND do it fast enough to prove a point about the future of production?

The answer arrived faster than he expected.

His remake didn’t just go viral, it triggered conversations across the creative industry and ultimately landed Jakob an unexpected DM from Samsung’s CMO. Instead of a copyright warning, he received a commission: co-creating an official Samsung TV spot.

But beyond one creator’s success story lies a bigger shift.

Jakob’s experiment proves that AI has matured into a viable alternative to traditional CGI production. Over the past year, full AI pipelines have become capable enough to stand in for complex 3D workflows, enabling creators to produce rich visual worlds with drastically reduced time and resources.

Below, Jakob breaks down how the experiment came together and how AI now fits into modern storytelling and production workflows.

Interview With Jakob

What is your professional background and when did you first start experimenting with AI in your creative work?

I worked as a video creative and motion designer for 15 years. In 2022, I shifted my focus entirely to AI video production, realizing that in the near future, absolutely any idea would become possible to realize.

What drew you to the idea of recreating Samsung’s “Ostrich” ad specifically?

I wanted to see what was already possible with AI tools. I asked myself: “What if I try to recreate one of the most expensive commercials of all time using only AI tools?” The original spot had a €5 million budget and relied on complex CGI. My goal was to see if I could recreate it in just one day. If that was possible, it would be the clearest indicator of the massive disruption we are facing. And to my own surprise, it was possible.

Can you walk us through your process step by step — from idea to the finished AI-driven spec ad?

The process was very straightforward. First, I selected the right spec ad. At that time, AI still struggled significantly with dialogue scenes. That’s why I chose the Ostrich spot — since the protagonist was originally fully CGI anyway, it was the perfect candidate for a comparison.

Which tools played the biggest role and what was surprisingly strong or weak about them? Which tools are you working with the most right now?

Back then, Ray 2 had just launched, so I decided to test it immediately, using Midjourney for the source images. In the AI video field, the toolset changes weekly. Currently, I mostly use Nano Banana Pro, Veo 3.1, Sora 2, or Ray 3. But that could change by next week. I treat each model like it has its own “personality,” testing them fresh for every project to see which specific model delivers the best performance for the specific shot I need.

What was the biggest challenge of recreating the Samsung ad and how did you solve it?

The main hurdle was describing the original shot in a way that the AI video model would produce a similar result. It’s all about hitting the right perspective, shot size, lighting, composition, and movement. The hardest part was the shot of the feet — getting that movement convincing was tough. To truly understand how AI models “think,” I had an LLM describe the original frames. This taught me the specific vocabulary and phrasing needed to prompt the video models accurately.

When you share AI experiments like this, what’s your goal? To show technical progress, to inspire other creators, or something else?

I usually have multiple goals. I want to demonstrate what the technology is already capable of. But the truly exciting applications aren’t in imitation, but in finding completely new forms of expression with AI that didn’t exist before. However, sometimes it is necessary to show how this technology can influence traditional film production workflows or, in many cases, replace them.

If you could redo the project, would you change anything?

Several months have passed since then. I think if I did it today, the result could be even more natural and realistic.

What did this experiment teach you personally about your own workflow and creativity?

To be honest, copying projects like this are my least creative works, but I learned a lot about how to execute a very specific shot. That has become much easier today than it was back then. Above all, it showed me how many people outside the “AI bubble” are unaware of these developments. The fact that this is already possible surprised and moved a lot of people.

What was the initial reaction to your post — and how did the conversation evolve into a real project offer?

The reaction surprised me. I actually posted a “work-in-progress” version because I wasn’t fully satisfied yet, but the comments section exploded. Creatives from around the world reached out, including the creators of the original ad. Honestly, when it went viral, I was terrified Samsung might sue me for copyright infringement since I didn’t own the rights to the music. Instead, the CMO of Samsung sent me a DM. To my surprise, rather than a cease-and-desist, they hired me to co-create an official TV spot for their new TV lineup.

Which parts of your spec workflow carried over, and which had to be completely re-built for the Samsung Germany ad?

If a client asked you: “When should I use AI vs. CGI?”, what would your answer be?

I think CGI is still irreplaceable in many cases. The art of using AI lies in spontaneously adapting to the model’s strengths and adjusting the concept if necessary. It’s a completely different flow. However, CGI is still ahead for detailed product visualization — for example, if you need to disassemble a smartphone in 3D and every screw must be technically perfect to the millimeter. AI still struggles with that level of high-end consistency.

In your view, what mistakes do beginners make when they first try AI in production pipelines?

If a studio or freelancer wants to replicate your learning process, where should they start?

Start playing with the latest tools and try to realize your own creative visions with them. In the future, the technical execution and production will be child’s play. The only thing that will really stand out are unique ideas and meaningful visions. AI cannot easily create something completely new and meaningful on its own; it needs a conscious human to define what is significant for human beings.

Do you see AI spec ads as a new way for freelancers to get noticed by brands? What should they watch out for when doing spec ads?

Yes, I think for freelancers starting out, it is incredibly important to show your vision and style. My experience has always been: Clients ask for what they have seen. Personal projects give you the opportunity to position yourself in a direction you really want to work in, and the right commissions will follow.

What excites you most about AI’s role in storytelling and advertising?

The possibility that there are no longer limits to our creativity. Almost any idea is realizable with a fraction of the effort. We are moving into an era where the only limit is your imagination, not the technical execution.