Marie-Celine Merret and Vinne Schifferstein today announced the launch of MC&V AI Creative Production, an AI-native production company focused on human judgment, restraint, and craft for modern advertising.
Merret and Schifferstein previously established Monks in Australia and New Zealand before reuniting at Clemenger, where they built MADE THIS. MADE THIS focused on high-end Creative AI production in Australia.
The pair met six years ago and together bring nearly four decades of marketing and advertising experience. Merret has spent 15 years working in agency and production roles across New York, Paris, and Sydney. Schifferstein has accumulated 22 years of experience in agency and marketing roles across Amsterdam, Düsseldorf, London, and Sydney.
Over more than two years, Merret and Schifferstein have been embedded in AI production, delivering live campaigns, hybrid AI and live action productions, content systems, and production workflows. Their work has included projects for brands such as Adidas, KFC, Afterpay, Samsung, Uniqlo, and Schweppes.
Merret said, “There’s a lot of noise around AI, but many clients and agencies have been disappointed by the reality. We’ve been in the trenches, solving real production problems under real timelines for real clients. Beyond producing high-end AI work, we’ve built long-standing relationships with specialist AI artists worldwide. Practitioners with deep roots in animation, filmmaking and visual craft who we’ve developed, tested and delivered with repeatedly. Our role is to protect ideas from bad AI decisions and ensure the work holds up creatively, commercially and reputationally.”
As AI talent becomes increasingly specialised, MC&V’s model is built around designing the right production workflow first, then assembling the exact expertise required to deliver each brief including making clear decisions about when AI adds value, and when it doesn’t.
Schifferstein adde,d “When we spoke to the industry, we heard the same thing again and again: enough generalists, enough hype, enough spec work. Both clients and agencies told us they couldn’t find experienced operators who really knew how to turn AI into high-quality, commercially deliverable work – at speed and scale, on time and on budget – without compromising on creativity and craft.”
MC&V is also founders of the AARON Awards, the world’s first award show dedicated to celebrating the craft of AI in advertising.
