When Google challenged R/GA to create a commercial that couldn’t exist without generative AI—and to do it in just four weeks—the agency leaned on Veo, Google’s AI video model. The result: “From the Mountains to the City,” a visually surreal campaign for Moncler that debuted at Cannes Lions and online. It wasn’t all smooth snowboarding, though. Scenes like a man zipping a tent couldn’t be rendered due to model limitations, but that randomness brought unexpected narratives—like shimmering ice sculptures—that helped give the film its signature look and feel. According to R/GA’s EMEA creative lead, the AI tool reshaped how the team worked, encouraging flexibility and on-the-fly storytelling.
To manage the chaos Veo introduced, R/GA built a custom app called Shot Flow using Google’s Gemini AI. It became the air traffic control of the creative process, helping teams across continents collaborate, iterate, and keep characters (mostly) looking the same between scenes. But despite the speed and experimentation AI allows, limitations persist—from continuity issues to the persistent legal fog around AI-generated content. Even high-end clients like Moncler had to get comfortable with the evolving nature of the production and approval process, where there’s no longer a single polished “ta-da” finale.
The film may be AI-generated, but this wasn’t some push-button miracle. The score came from a human composer, the prompts and direction from experienced creatives, and the storytelling instinct from people who know how to build brand narratives. The real takeaway? AI isn’t a solo act—it’s a new kind of collaborator. As R/GA’s team learned quickly, the tool still needs sharp creative minds to get meaningful results.
Full story at AdWeek. And our original coverage here.