First advertisement entirely created with AI: signed by Giometti Cinemas, Tetra Pak, Ly Company Italia, Lucart and Eldorado Agency

Italy takes a significant step forward in integrating artificial intelligence into the advertising sector. Giometti Cinemas (https://www.giomettirealestatecinema.it/cinema ) is the business group leading this small yet revolutionary technological and communicative breakthrough, commissioning web3 agency Eldorado Agency ( https://www.eldoradogroup.net ) to create one of Italy’s first advertisements entirely produced with AI.

At the heart of this promotion lies the communication of a new initiative dedicated to recycling and circularity, introducing beverage cartons for water that can be easily disposed of in separate waste collection. The message carries clear environmental and social connotations, fostering attention and respect for the environment through the adoption of conscious social and collective behaviors.

 “We wanted to promote this project in our cinemas because we believe innovation must go hand in hand with social and environmental commitment - said Massimiliano Giometti, Partner at Giometti Cinemas - Bringing to the public an advertisement created entirely with artificial intelligence, while conveying such an important message, represents for us a new way of creating culture and visual communication.”

This innovative project was commissioned by a group of prestigious companies led by Giometti Cinemas and including Tetra Pak, Ly Company Italia, and Lucart. The advertisement will launch in July both online and in theaters throughout the Giometti Cinemas circuit. The 60-second spot will feature aesthetics inspired by new-generation cartoons and will be entirely created using artificial intelligence tools through a creative and production process designed and supervised by a professional team of experts, including technicians and creative professionals of flesh and blood.

“Artificial intelligence allows us to break down creative and production barriers, making it possible to create high-impact visual content with optimized time and costs - said Fabrizio Marchetti, CEO and Co-founder of Eldorado Agenc - In this project, AI has not replaced humans but worked alongside them, amplifying expressive possibilities and making the message even more effective and engaging.”

The advertisement was conceived by Massimiliano Giometti, with technical direction handled by Tiziano Ippoliti, co-founder and innovation manager of Eldorado Agency. Marco Marianucci, the agency’s art director, led the graphic designers and creative team.