Observed Signal · Jul 6, 2026 · Campaign Launch · Source: Horizont · Impact: 1/5 · Sentiment: Positive
Rysm and Drees & Sommer Release AI-Generated Spot
Drees & Sommer and communications agency Rysm have launched a campaign with a short film titled "Unsichtbar für die Natur" that visualises buildings and infrastructure blending so seamlessly into nature they appear to disappear. The spot—the first entirely created by Drees & Sommer using artificial intelligence—features AI-generated scenes, protagonists and background music and shows floating furniture, pools and trains to represent the company’s real estate, infrastructure and industry divisions. Production company E+P Films participated in the shoot and Florian Meimberg directed. Rysm leaders framed the use of AI as consistent with the campaign message of subtle, intelligent systems. The film is presented as the start of a longer campaign including online formats, events and best-practice examples for sustainable innovation in the construction and real-estate sector.
A creative campaign launch demonstrating agency adoption of generative AI for production; interesting for creative and production services but limited immediate impact on core AdTech infrastructure or market dynamics.
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Key Takeaways & Evidence Grounding
- Drees & Sommer and agency Rysm launched a campaign film titled "Unsichtbar für die Natur".
- The spot is described as Drees & Sommer’s first fully AI-created commercial (scenes, protagonists and background music generated with AI).
- Production company E+P Films took part in the spot’s production; Florian Meimberg directed the film.
- Creative concept shows floating furniture and infrastructure to visualise a climate-neutral future and the three Drees & Sommer divisions: real estate, infrastructure and industry.
- The film is intended as the start of a longer-term campaign with future online formats, events and best-practice examples.
Ontology Mapping & Concepts
Related Market Signals & Shifts
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Agency's AI Film
Grabarz & Partner produced a near-fully AI-generated short film titled "Artificial Emotions" for the Stiftung Deutsche Depressionshilfe und Suizidprävention that visualizes a symptom of depression — emotional numbness — using AI-created characters except for one real protagonist, Enosch Wolf. The spot, timed to appear the week of August 2 to coincide with transparency obligations under the EU AI Act, has already won a Gold prize at the LTX Awards (a New York Festivals sub-award). Production credits include IMAG/NE (Grabarz & Partner's in‑house AI production) using LTX.Studio, postproduction by &action (in‑house), and music by Mokoh Music in Berlin.
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