Former Clemenger, Monks leaders launch AI-focused production company MC&V

Australia – Former Clemenger and Monks leaders Marie-Celine Merret and Vinne Schifferstein have launched MC&V AI Creative Production, a Sydney-based AI-native production company focused on creative craft, human judgment, and responsible use of artificial intelligence in advertising.

MC&V AI Creative Production is positioned to support agencies and brands navigating the growing complexity of AI-driven production. The company aims to design production workflows that determine when artificial intelligence adds value and when traditional approaches are more appropriate.

Merret and Schifferstein previously established Monks in Australia and New Zealand before reuniting at Clemenger, where they built MADE THIS, an initiative focused on high-end creative AI production. The pair first met six years ago and collectively bring nearly 40 years of experience in marketing and advertising. 

Merret has spent 15 years working in agency and production roles across New York, Paris and Sydney, while Schifferstein has accumulated 22 years of experience across Amsterdam, Düsseldorf, London and Sydney.

Over the past two years, the founders have worked extensively with AI across live campaigns, hybrid AI and live-action productions, content systems, and production workflows. Their experience includes projects for brands such as Adidas, KFC, Afterpay, Samsung, Uniqlo and Schweppes.

Marie-Celine Merret, co-founder MC&V AI Creative Production, said, “There’s a lot of noise around AI, but many clients and agencies have been disappointed by the reality. We’ve been in the trenches, solving real production problems under real timelines for real clients. Beyond producing high-end AI work, we’ve built long-standing relationships with specialist AI artists worldwide. Practitioners with deep roots in animation, filmmaking and visual craft who we’ve developed, tested and delivered with repeatedly. Our role is to protect ideas from bad AI decisions and ensure the work holds up creatively, commercially and reputationally.”

MC&V’s operating model centres on assembling specialist teams based on the needs of each project, reflecting the increasing specialisation of AI talent within the creative industry.

Meanwhile, Vinne Schifferstein, co-founder at MC&V AI Creative Production, “When we spoke to the industry, we heard the same thing again and again: enough generalists, enough hype, enough spec work. Both clients and agencies told us they couldn’t find experienced operators who really knew how to turn AI into high-quality, commercially deliverable work – at speed and scale, on time and on budget – without compromising on creativity and craft.”

Ahead of its official launch, MC&V has delivered projects in partnership with agencies including Apparent, Emotive and Springboards, as well as for Block through Kitchen Warehouse and Weis. The company works alongside agencies to help realise creative ideas while ensuring AI-led work meets commercial and reputational standards.

Josh Mullens, head of (Eastern) Block, said, “MC&V get it. They don’t just understand AI, they understand ideas, production and pressure. They bring in the right specialised talent and know how to push the technology hard without breaking the work. That combination is rare and we love working with them.”