Brand IQ created a large-scale AI-generated cinematic backdrop film for a live cultural performance by Ngāti Whātua Ōrākei at the 2025 TVNZ Marketing Awards, held at Spark Arena.
The film played behind the live performance during the opening of the awards ceremony, helping transform the arena into an immersive celebration of Aotearoa, its landscapes, its atmosphere and its indigenous culture.
Every visual element and the entire soundtrack were created using AI, while key cultural details were developed in consultation with the iwi to ensure the work remained grounded in authenticity and respect.
Creating a visual experience worthy of the occasion
The challenge was not simply to create a “background video.” The visuals needed to support a live performance on one of New Zealand’s biggest event stages without distracting from it. They needed to feel emotional, cinematic and deeply connected to the identity of Aotearoa.
Rather than relying on stock footage or conventional scenic imagery, Brand IQ developed an entirely stylised visual world inspired by New Zealand’s coastlines, forests, mountains and waterways. The creative direction leaned into atmosphere and emotion rather than literal storytelling. Vast glowing landscapes, drifting textures, illuminated waters and cinematic environmental effects created a dreamlike interpretation of the country and its spirit.
The goal was to create something that felt culturally grounded but also contemporary and unexpected. Something capable of sitting naturally inside a modern arena production while still carrying emotional weight and cultural resonance.
Working alongside Ngāti Whātua Ōrākei
Because the performance represented Māori culture on a national stage, authenticity mattered.
Brand IQ worked with Ngāti Whātua Ōrākei on aspects of the visual detail, particularly around the styling and interpretation of cloaks and costume elements worn by the wāhine performers represented within the imagery.
This consultation helped guide the tone, textures and visual references used throughout the piece. The result was not an attempt to recreate traditional imagery exactly, but rather to create an artistic interpretation informed by real cultural knowledge and collaboration.
That balance between technology and consultation became one of the defining aspects of the project.
Using AI as a creative production tool
The entire soundtrack and all imagery were generated using AI.
This approach allowed Brand IQ to create a unified cinematic world rather than piecing together disconnected footage from multiple sources. It also allowed the creative to evolve quickly during development, with imagery, pacing and atmosphere refined together as a single experience.
AI made it possible to produce visuals on a scale that would traditionally require major filming logistics, travel, production crews and post-production budgets. More importantly, it allowed for a level of stylisation and imagination that conventional filming would have struggled to achieve within the timeframe.
The technology accelerated production, but the creative direction, storytelling and cultural judgement remained human-led throughout.
The final film became part of the opening live performance at the 2025 TVNZ Marketing Awards inside Spark Arena, helping establish the tone for the evening in front of a national marketing audience.
The project demonstrated how AI can move beyond novelty and become a legitimate cinematic storytelling tool when paired with strong creative direction and meaningful collaboration.
It also showed that AI-generated content does not need to feel generic or disconnected from culture. When handled thoughtfully, it can create work that feels emotional, immersive and uniquely tied to place.
What does this project show about AI-generated creative work?
This project demonstrated that AI can now play a serious role in live event production, immersive storytelling and large-scale visual experiences. It also reinforced something equally important: cultural storytelling still depends on people.
The visuals and soundtrack were AI-generated, but the meaning came from the collaboration, consultation and creative direction behind them.
That combination of technology and human insight is where some of the most exciting creative work is now emerging.
