The project

NRG Studios has been integrating AI into its production workflows for over three years. During this time, the team has explored AI through industry events, peer discussions, research, and podcasts, building a solid understanding of the evolving AI production landscape. However, producing a fully AI-driven film had not yet been tested end-to-end.

With the annual wave of high-profile Christmas brand films being released and reviewed, the opportunity arose to explore what AI could truly achieve when applied holistically to storytelling, design, music, and animation.

The project approach

The team was set a clear and ambitious challenge:

  • Create a 30-second fully AI-generated Christmas film
  • Document the entire process
  • Complete the project in one week

The aim was not theoretical learning, but practical experimentation—testing assumptions, uncovering limitations, and learning through doing.

A collaborative creative session brought together ideas from across the team. Through discussion and iteration, the concept Forever Christmas emerged—a story centred on eternal joy, friendship, love, and family.

The team embraced a production process that felt creatively familiar but technically different. AI tools were used across character creation, visual design, music, and sound, dramatically compressing timelines. What would traditionally take months—particularly for 3D character development and original music—was completed in just six days.

Watch the full film below:

The project outcome

Forever Christmas was successfully completed within the one-week timeframe, demonstrating that fully AI-driven films can be produced rapidly without sacrificing narrative intent. The project validated AI as a viable commercial production option when approached with the right expectations and creative discipline.

Key Learnings

Before committing to a fully AI-produced film, organisations should consider:

  • Why AI is the right tool for the project
  • Whether they understand the production realities and trade-offs
  • If the output will feel authentic and resonate with the audience
Fish shaped plushy toys named Gary and Suzi

Recommendations

  • Stay focused on the story above all else
  • Expect and plan for output inconsistencies
  • Choose styles carefully—avoid directly mimicking Hollywood aesthetics
  • Anchor every AI project in a clear emotional and narrative purpose

Conclusion

AI is not a shortcut to creativity—it’s an accelerator when used thoughtfully. Forever Christmas reinforced that while tools may change, the power of a compelling story remains constant.

Enjoy Forever Christmas.

Watch the Behind the Scenes film below:

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