Cathay Pacific Cargo Embraces Generative AI in Dazzling New Commercial via Mise en Scene
The spot is directed by Mise-en-Scène Co-Founder Brent Bonacorso
In a striking showcase of the creative potential of generative AI, Cathay Pacific Cargo has released a new commercial directed by Brent Bonacorso, co-founder of AI-focused studio Mise-en-Scène.
Developed for the Asian market through Agency EP, the film presents a cinematic, dreamlike runway tableau in which pairs of animals — elephants, sloths, flamingos, parrots, horses, and dogs — move in harmony toward a Cathay cargo plane, guided by the gentle hands of the airline’s staff.
Although the imagery appears photoreal — as though filmed with live animals on location — the entire spot was created using generative AI, supported by select traditional VFX. No animals, locations, or aircraft were physically used during production.
“No animals were harmed during the making of this film — or even present,” says Bonacorso. “This project demonstrated how far AI has come as a creative tool. When used thoughtfully, it opens doors to storytelling that would otherwise be impossible due to scale, cost, or logistics.”
“Working with AI is like collaborating with a brilliant but temperamental artist,” he adds. “It doesn’t always give you exactly what you expect — but if you stay open, it will often take you somewhere better.”
Mise-en-Scène was founded nearly three years ago by Brent Bonacorso and David Lyons, just as generative AI began gaining traction in the creative industries. With decades of experience in filmmaking, visual effects, and design, they established the studio to explore how this technology could elevate storytelling for brands and agencies.
Mise’s initial focus was using AI to develop high-end storyboards and animatics — a practice it continues to lead in today. But its ambition extends beyond previsualization. The studio is actively investing in the future of filmmaking for brands, using AI to create compelling, emotionally resonant content from concept to execution.
“We’ve been working with generative AI for over three years,” says Lyons. “The potential is only now beginning to be usefully harnessed — but it still requires craft. Just like owning a great camera doesn’t make you a great photographer, AI needs skilled artists with a clear visual identity to direct it.”
While the Cathay Pacific Cargo film was produced through a European agency partner, it offers a clear example of the kind of work Mise-en-Scène champions: visually rich, narratively strong, and creatively unbound by traditional production constraints.
CREDITS
Cathay Pacific Production Team:
Brent Bonacorso - Director, AI Core Story Prompt, Editor
Christopher Vulpi - AI Creative Executive Producer, Agent EP
Lead AI VFX - Shaun Sewter
Lead Photoshop - Carlo Sardina
Lead Composition - Bobi Erden
ComfyUI - Leo Horodetskyi
Color - Xavi Santolaya
Music – 2am
Sound FX – 2am
