AI-generated kitchen, tabletop virtual production, one product shot. How Tungsten shot Morrisons' wine ad without a full set build. For Morrisons' wine ad, we combined AI-generated environments with tabletop virtual production, delivering a cost-effective and scalable yet realistic final product. This approach has since been replicated for multiple campaigns down the line, showing how AI and VP offer a more efficient, adaptable, and sustainable way to produce FMCG content throughout the year.
For this campaign, we eliminated the need for a physical set build by generating a fully custom, realistic kitchen environment using LORAs and our bespoke ComfyUI workflow.
Instead of a time consuming set build, here the solution was clear. We used AI to create a brand-accurate kitchen that could be instantly adapted for different seasonal and campaign needs. From here the wine products were then shot in our studio using VP, ensuring perfect lighting, reflections, and seamless integration with the AI asset on screen.
This entire shoot took just half a day in our studio, dramatically reducing costs while offering full creative control and scalability for both us and the client.
This AI-powered workflow streamlined production and created a repeatable, scalable solution for Morrisons. The AI-generated kitchen can be instantly adapted—from a winter scene with snow to a sunlit summer morning—without rebuilding sets.
No excess materials, reduced studio time, and a digital-first approach ensure brand consistency while cutting costs without sacrificing quality. With AI and VP, the environment is created once and can be adjusted infinitely, cutting costs without sacrificing quality!
Now a proven workflow, this method is already being used across multiple seasonal campaigns as a repeatable solution delivering premium results, efficiently and at scale.
