The 2025 Melbourne Cup TVC exemplifies how AI-augmented workflows can realize previously impossible creative visions. The campaign's horse-POV narrative demanded an intimate slow-motion closeup of the winning horse opening its eyes mid-gallop—a shot that traditional production methods would render logistically prohibitive and financially unviable.

The Hybrid Process

The team employed a three-stage AI pipeline: first, archival footage was upscaled 500% with AI-generated detail enhancement to achieve production resolution. Next, digital matte paintings from other commercial shots were integrated to create environmental cohesion. Finally, generative AI video models orchestrated precise control over multiple variables—horse blinking, galloping dynamics, background motion, and cinematic camera movement—all synchronized in ultra slow-motion.

Traditional Pipeline Limitations

Conventional approaches would have required either prohibitively expensive 3D horse modeling or complex practical shoots involving multiple horses, period-accurate costumes, high-speed cameras, and tracking vehicles. Beyond budget constraints, historical accuracy demands (specific markings, jockey silks) and safety concerns with uncontrollable animal variables would have extended the single-day shoot significantly.