Kellogg's: How We Built a Full Pre-Production Bible with AI — 7 Characters in 2 Cultures

Kellogg's came to us with a campaign that needed to land in two very different markets — Egypt and Korea — with the same hero characters, adapted authentically for each culture. Traditional production would have meant double casting, double crew, double location days. We rebuilt the entire pre-production stage as an AI pipeline.

The mandate from the client was simple: it has to look like a global studio production. Don't let the AI show. And don't compromise on the characters that are supposed to feel like real, recognisable people.

The reason our AI work feels cinematic isn't the model — it's the prep. Before any final frame was generated, we locked three documents, the same three any top-tier production house would lock: a Character Bible, a Location Scout, and a Wardrobe Board.

Every Kellogg's shot started from those three documents. That's the discipline that separates AI work that looks crafted from AI work that looks generated.

Each of the seven hero characters was cast as a matching pair: an Egyptian version and a Korean version, with multi-angle reference sheets locking face, build, and styling. Same character archetype, two distinct cultural readings — so the campaign could ship in both markets without re-shooting the human story.

Reference sheets included front, three-quarter, and profile views, plus an expression range. Every subsequent generation was conditioned on those sheets. That's how identity stays locked across 40+ shots.

More than twenty locations were scouted, lit, and dressed before generation: Cairo residential alleys at dusk, Seoul 24-hour convenience-store streets at night, intimate kitchens, gaming bedrooms, and a traditional Korean kitchen. Every one of them locked in the bible before a hero frame moved into motion.

Three wardrobe themes — Seoul 1994, Urban Edit, Chill Vibes — boarded per character, per scene. Hero piece, layers, footwear, accessories. Treating wardrobe like an actual stylist's flat-lay (instead of a loose prompt) is the only way clothing reads as intentional across a full campaign.

Kellogg's got a complete pre-production package — characters, locations, wardrobe — at the standard of a global agency, on a timeline traditional production simply can't match. The bible became the spine of the entire campaign. From there, motion was just execution.