From Brief to Broadcast in 2 Weeks, Not 2 Months

Delivering an AI-generated TV commercial faster, cheaper and with a smaller carbon footprint than traditional TV ad production.

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About the Client

Base

BaseLinker, a leading e-commerce platform serving over 30,000 sellers across 14 countries, needed a campaign for their rebranding to "Base." Traditional production would have required 8+ weeks for casting, costumes, shooting, and post-production. We delivered it in 3 weeks thanks to AI.

The CONTEXT

International Brand Transformation

BaseLinker has been a top operational system for online sales management for years, serving businesses from local retailers to global brands like Samsung, Decathlon, and Auchan. With their dynamic global expansion, the company decided to simplify their name from BaseLinker to "base." and refresh their visual identity.
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The centerpiece of the new communication became the distinctive blue dot – a symbol of simplicity, clarity, and efficiency. The campaign's central element was a commercial created with mimo.ooo, where the dot evolves throughout the narrative: from logo, through a sphere of tasks and system processes, to a comfortable workplace for entrepreneurs. The new brand mark represents one thing: effectiveness.
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Ensuring AI consistency

Diffusion models produce random results, whereas TV production demands consistency in shots, including scenery, characters or even costumes.

Transferring AI copyrights

‍Television commercials are protected by copyright, so in case of AI production the agency had to involve top law firms to set regulations and guidelines.

Meeting pharma restrictions

The script had to be designed to meet the stringent requirements for airing a potency drug advertisement before night airing time.

The Challenge

Capturing Brand Values and Spirit of Change

The mimo.ooo team was tasked with creating a dynamic commercial to communicate a rebranding, emphasizing BaseLinker's modernity, simplicity, effectiveness, and human-centric approach. Through rapid mimo.insight analysis, we precisely identified these values, which were also confirmed by the client's extensive, multi-month research. The commercial needed to be easily adaptable for various markets.

1

Ensuring Brand Alignment

The core challenge was to encapsulate Base. modern, simple, effective, and human approach in a dynamic spot, ensuring it resonated with the brand's new identity.

2

Visualizing Core Benefits

Key to success was translating abstract system benefits into concrete, visual metaphors, such as the "task-shortening" animation and "chaos-ordering" scene, effectively illustrating operational simplification and process optimization.

3

Achieving Global Adaptability

The commercial was designed for easy adaptation across diverse international markets, necessitating a universally understandable visual language.

Ensuring AI consistency

Diffusion models produce random results, whereas TV production demands consistency in shots, including scenery, characters or even costumes.

Transferring AI copyrights

‍Television commercials are protected by copyright, so in case of AI production the agency had to involve top law firms to set regulations and guidelines.

Meeting pharma restrictions

The script had to be designed to meet the stringent requirements for airing a potency drug advertisement before night airing time.

Solution

Base rebranding commercial

We started with digital casting, giving Base. team control over character appearance and characteristics. Then two parallel processes began: creating 2D motion graphics with frame-by-frame blue sphere animations, and AI-generated original music with professional stems for final mixing. Then came the most spectacular stage: using generative AI to create characters in motion, perfectly synchronized with animation tempo.

Results

Speed, cost efficiency, and creative flexibility

This innovative approach to advertising has not only set a precedent in the industry but has also brought forth a suite of tangible benefits for Adamed Pharma.