A world made of blocks
AI environments for the spot, produced by ZHEESHEE
A commercial for Detsky Mir, Russia’s largest kids’ retailer: the actors were shot on a blue screen and every environment around them was created with AI. Made with ZHEESHEE studio, its team and creative director; AI supervision and the environment for every shot were done by ZDES Digital.
01
Shot on a blue screen
The spot is built on live plates shot in a studio against blue: the helmeted start of a flight, a swing, a hobby-horse unicorn, a lab table. Each plate set the anchor for the world we were about to build around it.
02
An AI environment for every shot
Every scene was worked through with the art director, shot by shot. Environments were first built as stills — composition, light, materials — and animated only once approved. The worlds came out completely different, yet shared light and one logic of camera movement hold them together as a single spot.
03
Live plate meets AI world
We used two approaches. When the live plate worked as is, the animated AI background was keyed in behind it. When the scene needed more motion, the whole shot was generated and the footage served as reference. Live plate on the left, AI shot on the right.
04
Footage, matte, AI frame
One shot in three layers: the live plate on a blue screen, the matte that separates the actor from the background, and the AI frame built around them. Switch between the layers — the videos play in sync.
05
Camera moves planned in 3D
For the most dynamic shots, the move was first blocked in Blender: the cut-out live plate rode a simple 3D road, and that playblast set the camera and pace. The final fly-through was then generated in Seedance from it — the bottom pair.
06
Final assembly
The AI environments and generated shots became the base of the final assembly by the ZHEESHEE team, who handled compositing and color. Thanks to ZHEESHEE, its artists and creative director for the collaboration.