Chio Tip-Top: Zagrizi trenutak
Case Study: Chio TIP TOP – The First Fully AI-Generated TV Commercial in Croatia
Challenge
Intersnack Adria wanted to position Chio TIP TOP as a bold, innovative brand that resonates with new generations. To achieve this, the task was clear: create a campaign that would stand out not only in the snack category but also in the wider advertising landscape.
Idea
With Imago Ogilvy as the lead agency, the team set out to push creative and technological boundaries by producing the first entirely AI-generated TV commercial in Croatia. The concept wasn’t just to experiment with AI as a tool, but to explore how synthetic production could transform the speed, aesthetics, and possibilities of storytelling in advertising.
Process
The project was realized through a new workflow called synthetic production, which covered every stage of the process:
Concept & Story - Creatively developed by the agency, ensuring the human spark remained at the heart of the campaign.
Visual Design - AI was used to shape the imagery, blending surreal aesthetics with playful, snackable energy.
Music & Sound - Generated and adapted with AI, creating a unique auditory identity.
Execution - Directed by Filip Filković Philatz, one of the region’s leading AI artists, and executed with his production company More Magnets, in collaboration with Riba ribi grize rep.
Results
The commercial marked a historic first for Croatian advertising, proving that AI can become an integral part of the creative process while still relying on human vision to shape strategy, emotion, and storytelling.
Perspectives
As Darko Bosnar, Chief Creative Officer at Imago Ogilvy, explained:
“Although artificial intelligence will become an increasingly important tool in the future, it is important to emphasize that it is primarily a means of realizing an idea that still has to be creatively conceived by people. This campaign shows how technology and human imagination can work together perfectly.”
Director Filip Filković Philatz added:
“My view is that new systems offer us extraordinary opportunities to push boundaries, both in production and creatively. At the same time, classical filming methods and human creativity remain the foundation of our work. I see the future in intelligently balancing conventional and synthetic production, where the best of both worlds meet in service of the idea.”
Credits
Client: Intersnack Adria / Chio TIP TOP
Agency: Imago Ogilvy
Chief Creative Officer: Darko Bosnar
Production Company: Riba ribi grize rep
Director / AI Artist: Filip Filković Philatz
Production Team: More-Magnets
Producer (More-Magnets): Margareta Brodić
Ai Synthetic Animation: Tomislav Rupić, Filip Filković Philatz, Luka Sović
Color grade: Tomislav Rupić