First iconic publicity campagn created with AI
Twelve years after the launch of The Legend, the iconic Rosport commercial that introduced a poetic black-and-white advertising saga, the legendary horse returns in a new campaign produced by IP Productions—this time enhanced with the support of artificial intelligence.
After collaborations with Nvision (2014) and BetoCee (2017, 2021), Sources Rosport entrusted IP Productions with the latest chapter of its award-winning series, released in early 2026. The new 60-second spot premiered on RTL during prime time before the Luxembourg Song Contest.
The film features the emblematic horse galloping through Luxembourg City’s most iconic landmarks, including the Grand Ducal Palace, Place Guillaume II, the Adolphe Bridge, and the Philharmonie. The narrative is purely visual, with no voice-over, culminating at the Pfaffenthal panoramic lift and closing with the signature: “Still leading the way.”
Since the previous film in 2021, artificial intelligence has become increasingly central to creative production. In this new campaign, AI enabled innovative visual storytelling while overcoming traditional filming constraints. According to Frédéric Thill, Senior Art Director of IP Productions, it allowed the creation of scenes that would have been difficult to achieve otherwise.
Although some aesthetic limitations remain—particularly in certain motion sequences—the result is already impressive, demonstrating how AI is opening new creative possibilities while reducing production costs and time.
Source : Adada