AI-R Studio has won the Adathon contest hosted by Higgsfield, in partnership with ADWEEK, the companies announced at Brandweek 2026 in Atlanta on Wednesday (Sept 16).
The inaugural Adathon was a month-long competition, launched in July, that invited agencies and brand creatives to “skip the deck” and “make the ad.” The teams created a brief and had four weeks to write and produce a spot using AI.
AI-R Studio, the AI and hybrid production studio of Mexico-based Pico.Love OS, submitted a spot that opens with AI-generated footage of a toucan and a gorilla in a jungle.
A director yells, “Cut! I’m so sorry guys, they no longer want AI.”
The AI gorilla is replaced by a human in a gorilla suit, who complains, “Bro, are you for real? I can’t breathe in this thing!”
A rendition of “Video Killed the Radio Star” by The Buggles kicks in as a series of AI images follow, including a fish that pleads for its life in a sushi restaurant and animated mechs who stop mid-battle to ask, “Are we still shooting?”
The spot ends with the tag, “Don’t kill the AI stars. They’re just trying to improve your video.”
Adathon’s mission was to inspire and empower creative teams to move from idea to a finished spot in a short amount of time with the help of AI.
“Anyone who has worked in agency new business knows how much has to happen before a single frame gets made: the deck, the approvals, the sign-offs, the rounds of refinement before anything ever ships,” a Higgsfield spokesperson told ADWEEK. “We wanted to see what becomes possible when creative teams can move directly from an idea to a finished, publishable spot.”
AI-R Studio is the production arm of Pico.Love OS, a creative operating system built by creative tech agency Pico.Love. The studio brings together human creative and AI-powered tech to create original characters, films, and worlds. It uses the term “prompt artist” to describe the job of combining human creative judgement with generative AI.
The spot credited one creative prompt artist and five prompt artists.
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