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