Directing my first AI commercial

When technology serves animal welfare

Every summer, the story repeats itself: thousands of dogs and cats are abandoned in France. This scourge, which breaks lives and fills shelters, is sadly still with us. To raise awareness and reach as many people as possible, the Fondation Brigitte Bardot chose a surprising tool this year: generative artificial intelligence.

AI at the heart of the creative

In the latest video campaign shared on social media, the dogs you see weren't filmed — they were generated by AI. This innovation makes it possible to create strong, striking images without logistical or budget constraints. The approach also meets an ethical requirement: not exploiting real animals for scenes that are hard to shoot.

Thanks to these new creative tools, realistic visuals can be produced quickly and adapted to social media formats, where attention is short but the message has to hit home.

When technology amplifies the message

Some might see AI as creating distance from reality. Here, it actually becomes a way of getting closer. It makes it possible to run more campaigns, experiment with new visual forms, and therefore reach more people where they are: Instagram, TikTok, YouTube…

The goal remains the same: to remind people that an animal is not a disposable object. Behind every generated image are thousands of very real dogs suffering from abandonment.

An alliance of tradition and innovation

Animal protection rests on long-held values: respect, protection, loyalty. By choosing AI to carry this fight, the Fondation Brigitte Bardot shows that tradition and modernity can go hand in hand. New technologies don't replace emotion; they strengthen it when they serve a just cause.

Towards a more responsible future

Using AI to speak out against abandonment isn't about following a trend: it's a way of giving the subject the visibility it deserves. If technology can amplify the voice of animals, then it has its place in this fight.

Because beyond the generated pixels, a very real situation is calling on us to act.

A post shared by Fondation Brigitte Bardot (@fondationbrigittebardot)

Agency: SPUB / Nicolas SCHULMEISTER