The Odd Forest is an initiative created by Odd Global to connect generative production with something tangible in the physical world.

For every production we complete native trees are planted through Banks Peninsula Conservation Trust in Te Pātaka o Rākaihautū Banks Peninsula. The number of trees reflects the overall scale of each project and its approximate use of image and video generation.

THE LAUNCH FILM

To introduce the initiative we created a launch film produced entirely with generative AI.

The film turns the premise into a deadpan New Zealand bush-scout comedy. An overly enthusiastic guide takes three distinctly unimpressed young scouts through a regenerating native forest while explaining how the AI generations behind Odd Global’s productions are helping to plant what surrounds them.

The good and the bad generations. Mostly the bad ones.

Produced from the ground up using generative image and video workflows the project involved developing the characters and environments and visual language before building the film shot by shot through AI. It became both the communication piece for the initiative and another production contributing trees to the forest itself.

A deliberately circular idea: a film generated with AI about turning AI generations into native regeneration.

The work is digital. The forest is real.

Explore The Odd Forest →

Film / AI Production / Product Education

Zentera, formerly The New Zealand Merino Company, is the company behind ZQ and ZQ+, wool standards focused on high quality wool grown with care for animals, land and people. For their Merino education platform, Zentera created a dedicated digital experience explaining the performance benefits of merino wool and how the fibre works. Zentera Wool

Merino Deep Dive was produced as a film to sit at the centre of that story. The production was a collaboration between Zentera, ODD Global and Ian Sweeney, with Ian leading script and creative supervision and ODD leading the AI film concept and production process.

The film needed to make invisible performance visible. The brief called for control, accuracy, sophistication and clarity, translating technical fibre benefits into a cinematic visual language that could be understood quickly without losing the intelligence of the subject.

The production was built around a structured AI workflow, using still image development, animatic approval and then motion production to reduce surprises later in the process.

Visually, the film moved between merino sheep, wool staples, fibre interiors, macro textures and abstracted performance moments. Each image needed to feel beautiful but also precise, with the softness and warmth of natural fibre balanced against the clarity required for product education. The process involved broad visual exploration, finessed rounds and targeted retouching where specific scientific or material details needed to be portrayed.

The final piece combined AI image and motioin with traditional post-production to create a modern educational film with a premium cinematic tone. Voiceover by Antonia Prebble and sound design and mix by Factory Studio helped give the film its final rhythm, polish and emotional authority.

The assets from the production were also extended into Zentera’s online merino education page, giving the campaign a broader life beyond the film and helping turn the visual system into a wider product storytelling platform:Zentera Wool

Using AI in this context created a production pathway suited to the subject itself: precise, controlled and visually ambitious. It allowed the team to develop a complete visual language for merino performance, from sheep to fibre structure to finished fabric, while keeping the process transparent and structured from script to final delivery.

Credits
Client: Zentera
Head of Marketing: Katrina Comeskey
Content and Creative Lead: Jasmine Shaughnessy
Chief Operating Officer: Teresa Callow
Script and Creative Supervision: Ian Sweeney
AI Direction and Production: ODD Global
Voiceover: Antonia Prebble
Sound Design and Mix: Factory Studio

Big Save is a New Zealand furniture brand with a strong connection to local homes, landscapes and materials. For their Big Wool campaign, the idea was to bring that connection into the images themselves, placing selected furniture pieces into photographs of Big Save’s actual farms and natural environments in New Zealand.

The campaign needed to feel distinctly New Zealand: open, honest and tactile. Sofas, mattresses and recliners were integrated into real farm and coastal landscape photography, connecting the comfort of the products with the natural source of the wool.

ODD produced a series of campaign images with a focus on seamless product integration. Each frame required careful attention to product accuracy, scale, perspective, lighting and material texture so the furniture felt physically present in the original location photography rather than simply placed on top of a background.

The work balanced photographic realism with a campaign sensibility. The images needed to feel aspirational but grounded, with natural light, wide compositions and a sense of quiet scale that allowed both the product and the environment to hold the frame.

The final image set was created in horizontal and vertical formats to support multiple placements across digital and print. This allowed the campaign to move flexibly between website, social, retail, outdoor and promotional formats while keeping a consistent visual world across the full Big Wool story.

Credits
Client: Big Save
Campaign: Big Wool
AI Production: ODD Global

is an American commercial EV company developing purpose built vehicle platforms for fleets and real world work. Their HC Series Cab is a medium duty low cab forward truck built on Harbinger’s electric chassis and designed for commercial applications that need maneuverability, payload capacity and everyday reliability.

For the launch of the new Harbinger Low Cab Forward truck, McCarthy Design needed campaign imagery before the vehicle existed as a final physical production model.

McCarthy

was leading a wider brand refresh for Harbinger and had a strong visual ambition for how the vehicle should feel: capable, engineered and contemporary, but also grounded in daily commercial use. Not a futuristic concept vehicle, but a real work truck moving through ports, airports, cities and distribution environments with a clean, confident American industrial tone.

Odd Global

joined the process from a solid briefing from McCarthy Design, using the digital prototype references and creative direction as the foundation for a focused AI exploration. The goal was not just to create polished images of a truck. It was to build a visual world around it, with control over environment, lighting, camera angle, motion language and brand consistency so the agency had a broad set of campaign ready directions to choose from.

We developed a series of photorealistic outdoor vehicle performance stills, placing the Low Cab Forward truck into real world commercial scenarios with the presence and control normally associated with an automotive shoot. The selected images were then enhanced, upscaled and retouched, refining the vehicle, environments and final image quality for campaign use.

Beyond the hero truck imagery, we also produced studio style visuals of the wider Harbinger vehicle range and truck configurations, along with teaser pieces for the launch of the HC Series Cab. The result was a flexible image library that could support the brand across multiple touchpoints, from launch assets to product storytelling.

Using AI

in this context created a more efficient and versatile production pathway. It allowed McCarthy and Harbinger to explore environments, angles and visual directions before committing to final selections, then develop a cohesive campaign image system around a vehicle that was still moving from prototype to market.

Credits
Client: Harbinger Motors
Marketing Manager: Dmitry Suvorov
Design Studio: McCarthy Design
Creative Directors: Matt Kitto, Richard Burson
AI Production: ODD Global
AI Artist: Arthur Machado

When Strategy Creative reached out with a campaign for PGDB, the goal was clear. They wanted to get the public thinking twice before hiring someone just because they say they’re a plumber, gasfitter or drainlayer.

So we helped bring that message to life with a series of everyday scenarios where things have gone very obviously, very wrong.

The Idea

Each visual shows a job that looks legit at first glance, but on closer inspection is a total disaster. A wall light leaking water above a bed. A toilet dropped right in the middle of a kitchen. A living room full of gas smoke.

It all ties back to the same message: “Don’t just take their word for it.” Because when it comes to trades like plumbing and gasfitting, a mistake isn’t just inconvenient, it can be dangerous.

Our Role

We worked with Strategy Creative to develop and produce the visuals across digital billboards, bus backs and online placements. The aim was to create something that felt believable at first, then twisted just enough to make people stop and look twice.

Every scene was carefully designed to sit naturally in the city environment while delivering that moment of “hang on, what?” as people passed by.

The Result

The campaign rolled out across major cities in Aotearoa and PGDB’s online channels, sparking plenty of double takes. The message landed clearly: check for a licence before you hire.

It’s a reminder that a strong creative idea can travel fast when the visuals are sharp, simple and a little bit cheeky.

The challenge was ensuring perfect product representation whilst controlling every visual detail, from architecture to decoration to atmosphere, without the long timelines or high costs of traditional production.

We stepped in with AI. By creating photorealistic office settings tailored entirely around their luminaires, we gave the client full creative control over how their products were placed, styled and lit.

Each office environment had its own character and layout, designed for multiple output formats across print and digital. With visuals developed upfront and collaboratively, Eagle Lighting could choose from an array of options and make confident creative decisions, with clarity on look and tone aligned to the brand guidelines, on budget and on time.

In partnership with São Paulo design studio MAAR, Arthur Machado acted as AI-artist on Nubank’s “Caixinhas” savings feature, delivering a library of brand-perfect images in record time. Forty core photographs, rendered in three formats for two product tiers, were expanded into 120 final assets, all exuding Nubank’s unmistakable purple and a sun-lit, aspirational mood. 

Project Snapshot

Nubank wanted iconography that would turn the idea of “putting money aside” into something people could feel. MAAR’s brief called for photographic visuals that looked shot on location yet could be produced fast enough to meet a looming app-update deadline.

Challenge

Each asset had to land instantly on a small mobile canvas, stay faithful to Roxinho (mass-market) and Ultravioleta (premium) sub-brands, and preserve icon clarity across three aspect ratios. All of this needed to happen without drifting from Nubank’s global brand system, anchored in its now-iconic purple palette and human-centred design language. 

AI-Driven Solution

LoRA models were trained on Nubank’s guidelines, allowing the use of generative tools to “photograph” perfectly centred objects under soft natural light, wrapped in subtle violet gradients. The healthy mix of human art direction and machine iteration meant textures, shadows and depth could be refined at speed, while LoRA kept every pixel on-brand across all 120 outputs.

Outcome

The asset pack rolled out inside the updated Nubank app without a single revision round, earning internal recognition as a benchmark for high-volume, AI-driven asset production.

Credits

Agency: MAAR.Company
Creative Direction: Fábio Simões & Pedro Burneiko.
AI Artists: Arthur Machado, Pedro Burneiko.