Case Study
No Skip Button
Cover Built Around You,
Shown on the Big Screen
Insurance ads usually get one reaction: a hunt for the skip button. In a cinema, there isn't one. So for Cubit's London cinema debut, the ad had to earn every second on screen.
We skipped the usual talking-head format and let creative direction lead. We wrote the script, designed every frame, and combined motion graphics with AI cinematography, all built around Cubit's promise: cover shaped around your life, not a one-size-fits-all policy.
It ran at Lumiere Romford before the screening of Super Mario, The Exorcist, and Final Destination. And for once, nobody was waiting for the ad to end.
The rules of AI cinema are still being written. And that’s what makes it exciting.
Every film starts with an idea. For Cubit, it was one question: what frustrates their audience? We wrote a tight script around it. Then AI production brought it to life. Expert video editing shaped every frame. We focused on visualising the brand and giving it a refresh. The result looks cinematic and earns attention. The idea, the script and the eye stay human.
Forty Feet Wide, Nowhere to Hide
A phone screen forgives a lot. A cinema screen forgives nothing. Every frame is blown up to the size of a house, in a dark room, in front of an audience with nothing else to look at.
That was the real test for Cubit's ad. A flicker between shots, a texture that doesn't quite hold, a colour that shifts from one scene to the next, all of it gets magnified.
So every AI-generated sequence was checked, refined, and graded to stay consistent from the first frame to the last, until it looked less like an ad made with AI and more like a film.
