Aethon
Instormers
For Aethon, we collaborated with creative agency met melk. on a bold campaign under the overarching title Instormers. A campaign about momentum, courage, and the moment you decide to step into care.
The concept was developed by met melk., under the creative direction of CJ de Melker. Direction was handled in-house by Tim Satony.
To ensure both authenticity and creative flexibility, we built the campaign around a real actress. She was cast and photographed across multiple angles, expressions and lighting setups, forming the foundation for a consistent AI-driven character.
All imagery, both stills and motion, was generated by Mattijs van Moorsel and Tim Satony, combining this real-world foundation with cinematic storytelling and generative AI workflows.
Together, the campaign was developed as a full cross-channel rollout, including a 30” main film, 25” TVC, tag-on, social clips, radio commercial and key visuals. All built within one unified visual world. Together, the films form a cohesive visual language centered around transition and identity.
With Instormers, we demonstrate how AI-driven production and traditional filmmaking can merge into a hybrid approach that doesn’t just communicate, it moves.
Behind the campaign sits a carefully structured production process, designed to balance creative control with efficiency.
Starting from a clear narrative, from routine to disruption to purpose, we translated the concept into a visual system where naturalistic environments are gradually overtaken by a directional, flowing energy. This “Aethon storm” became the central storytelling device, guiding both the aesthetic and the emotional arc.
To bring this to life, we worked in a layered pipeline. After capturing the model, we built a consistent AI character and developed the full storyboard and key visuals upfront. These approved start frames formed the backbone of the production, allowing us to move into video generation with precision and intent.
From there, the project followed a familiar cinematic workflow. AI-generated shots were assembled in the edit, refined through compositing, color grading and sound design, and shaped into a cohesive commercial.
This approach enabled us to produce a complete, cross-channel campaign from a single production pipeline, combining speed, flexibility and creative consistency at a larger scale than just one video.
