HOW WE SEE IT
2026 I MILLE® All Rights Reserved.
2026 I MILLE® All Rights Reserved.
AI keeps raising the bar.
Can you?
WHAT WE DO
AI doesn't kill creativity.
It opens new playgrounds.
It opens new playgrounds.
It opens new playgrounds.
Not the fastest way to do the old stuff.
A new way to think about what's next. From prototyping ideas faster to designing identities flexible enough to move with change: AI is pushing what a brand can be.
AI VIDEO PRODUCTION
From scripting to final cut, we build end-to-end AI-generated videos that tells the stories only a brand can tell. In a fraction of the time, and without a single creative compromise.
From scripting to final cut, we build end-to-end AI-generated videos that tells the stories only a brand can tell. In a fraction of the time, and without a single creative compromise.
01
EVEREST
Done is better than said – and with AI, that's truer than ever. For Everest, we produced a full AI-generated video that turns the brand's core idea into something anyone can actually see: energy transition isn't something you talk about, it's something you do.
Creative Direction
AI Image and Video Prototyping
AI Video Production
AI Voice & Sound Design
Done is better than said – and with AI, that's truer than ever. For Everest, we produced a full AI-generated video that turns the brand's core idea into something anyone can actually see: energy transition isn't something you talk about, it's something you do.
Creative Direction
AI Image and Video Prototyping
AI Video Production
AI Voice & Sound Design
02
EDENRED
Seeing something in motion is the best way to know if it really works. Before committing to production, we built a working prototype of Edenred's new ATL film, so the message could be tested, refined, and trusted, at the speed of light.
Creative Direction
AI Image and Video Prototyping
AI Voice & Sound Design
Seeing something in motion is the best way to know if it really works. Before committing to production, we built a working prototype of Edenred's new ATL film, so the message could be tested, refined, and trusted, at the speed of light.
Creative Direction
AI Image and Video Prototyping
AI Voice & Sound Design
03
TECNIMONT
One of the first creative campaigns to truly lean on AI's imaginative power. To tell Tecnimont's "Make to inspire" story, we used AI to explore every visual direction the brand could take – because dreams, today, are already in the making.
Creative Direction
AI Image and Video Prototyping
AI Video Production
One of the first creative campaigns to truly lean on AI's imaginative power. To tell Tecnimont's "Make to inspire" story, we used AI to explore every visual direction the brand could take – because dreams, today, are already in the making.
Creative Direction
AI Image and Video Prototyping
AI Video Production
Generative Brand SYSTEMS
Every brand is a system of meaning. The ones that survive keep exploring what that system can become. We bring generative AI into the process from the very first sketch, using it to reach territories design couldn't touch before – and to keep that system always open to what comes next.
01
LAZZARI GROUP
For one of Italy's most advanced players in the energy transition, we designed a brand system that works like an innovation platform. One language, built with proprietary generative tools. Modular by design, it adapts to each sub-brand's context without losing its root: impact, built to last.
Creative Direction
AI Visual Prototyping and Exploration
AI Brand Tool Engineering and Production
AI Brand Asset Generation and Editing
For one of Italy's most advanced players in the energy transition, we designed a brand system that works like an innovation platform. One language, built with proprietary generative tools. Modular by design, it adapts to each sub-brand's context without losing its root: impact, built to last.
Creative Direction
AI Visual Prototyping and Exploration
AI Brand Tool Engineering and Production
AI Brand Asset Generation and Editing
02
NOVA AEG
We brought an energy provider into the language of wellbeing, because energy should support your life, not add to its stress. To make it possible, we used AI to power a dedicated system that made the brand's language more human, asset after asset, with the consistency only a procedural process can hold.
Creative Direction
AI Visual Prototyping and Exploration
AI Brand Tool Engineering and Production
AI Brand Asset Generation and Editing
We brought an energy provider into the language of wellbeing, because energy should support your life, not add to its stress. To make it possible, we used AI to power a dedicated system that made the brand's language more human, asset after asset, with the consistency only a procedural process can hold.
Creative Direction
AI Visual Prototyping and Exploration
AI Brand Tool Engineering and Production
AI Brand Asset Generation and Editing
AI Brand OPERATIONS
Brands used to have operational limits. We use AI to remove them: expanding what a brand's imagery can be, from AI-powered shooting to automations that place a single product into scenarios it was never shot in.
01
Regina Carta Camomilla
With almost no existing assets to work with, sending Milla around the world could have meant sending her nowhere new. We used generative AI to build a social media journey with real range, one where the community's suggestions decide where Milla goes next.
AI Character Design and Engineering
AI Image & Video Production
AI Social Media Content Production
With almost no existing assets to work with, sending Milla around the world could have meant sending her nowhere new. We used generative AI to build a social media journey with real range, one where the community's suggestions decide where Milla goes next.
AI Character Design and Engineering
AI Image & Video Production
AI Social Media Content Production
02
BC&
Posing lawyers for a fashion-style shoot isn't exactly natural. We used AI to bring a new creative direction into the concept shooting itself, building an entire visual world starting from a single photo album.
Creative Direction
AI Prototyping and Mockup Generation
AI Shooting
AI Automated Image Production Workflow
Posing lawyers for a fashion-style shoot isn't exactly natural. We used AI to bring a new creative direction into the concept shooting itself, building an entire visual world starting from a single photo album.
Creative Direction
AI Prototyping and Mockup Generation
AI Shooting
AI Automated Image Production Workflow
03
BELLISSIMA
We refreshed the identity of Italy's most important hairstyling brand, built on the idea of evolution from the start. AI let us build a lookbook that evolves with it, a bridge between who the Bellissima woman is today and who she'll be tomorrow.
Creative and Art Direction
AI Shooting
AI Image & Video Production
We refreshed the identity of Italy's most important hairstyling brand, built on the idea of evolution from the start. AI let us build a lookbook that evolves with it, a bridge between who the Bellissima woman is today and who she'll be tomorrow.
Creative and Art Direction
AI Shooting
AI Image & Video Production
Know the rules?
Yes, we do.
No one thinks about AI policy. Until they have to.
So we wrote ours early: to know the rules of the game, and make them a standard.
What’s in
And what's not.
Where the playbook draws a line, we redraw our own
NEVER HIDDEN
We are here. Not behind the machines. Every outcome carries a visible signature, never just an algorithm - because there must always be someone responsible for whatever we do.
That's what keeps a playground open.
We are here. Not behind the machines. Every outcome carries a visible signature, never just an algorithm - because there must always be someone responsible for whatever we do.
That's what keeps a playground open.
We are here. Not behind the machines. Every outcome carries a visible signature, never just an algorithm - because there must always be someone responsible for whatever we do.
That's what keeps a playground open.
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NEVER BIASED
We stay in the loop. Not out of the process. Machines learn from everything we've ever written and said, including the parts we'd rather leave behind. We are always aware of what we push into the world, and the conversations we ignite or take part into.
We stay in the loop. Not out of the process. Machines learn from everything we've ever written and said, including the parts we'd rather leave behind. We are always aware of what we push into the world, and the conversations we ignite or take part into.
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NEVER AUTOPILOT
We do drive. Not just follow. Creativity needs one thing above all: intention. We know where we're headed, yet we leave room to wander before we get there. Cause fun is where the wandering pays off.
We do drive. Not just follow. Creativity needs one thing above all: intention. We know where we're headed, yet we leave room to wander before we get there. Cause fun is where the wandering pays off.
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NEVER FLAT
We challenge the machine. Not just prompt it. We push every model beyond recombination, past what it's built to do, force the short circuit, and find meaning in the sparks it generates. Of course, playing is part of the process.
We challenge the machine. Not just prompt it. We push every model beyond recombination, past what it's built to do, force the short circuit, and find meaning in the sparks it generates. Of course, playing is part of the process.
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