Australia – MC&V has secured new business from Canva and Canteen, as brands increasingly look for partners capable of integrating generative AI into commercial production workflows.
The wins come as the industry shifts from experimenting with AI-generated content to building scalable production systems that can meet commercial, legal, and operational requirements for brand campaigns.
Founded earlier this year by Marie-Céline Merret Wirström and Vinne Schifferstein Vidal, MC&V positions itself as an AI-native production company focused on workflow design, creative direction, and production systems rather than standalone AI-generated visuals.
The appointments build on previous working relationships between the founders and both Canva and Canteen.
“We’re excited to be partnering with the teams at Canva and Canteen again, two organisations we’ve really enjoyed working with and have enormous respect for creatively and culturally,” said Vinne Schifferstein Vidal, MC&V Founder.
“Right now, almost everyone has access to the same AI tools, but what’s becoming more valuable is knowing how to turn those tools into work that holds up creatively and commercially,” he added.
MC&V says it has already delivered AI-led campaigns for brands including Adidas, Uniqlo, KFC, and Afterpay over the past two years.
Alongside the client wins, the company has expanded its creative roster with the addition of AI directors Jodie Heenan, Josef Scholler, and Jagger Waters.
The additions are aimed at strengthening MC&V’s hybrid production capabilities as brands increasingly seek AI-native creative talent with experience across commercial filmmaking, design, motion, and digital storytelling.
Heenan has previously worked with brands including Cadbury and Twinings, while Scholler is known for cinematic AI world-building work and Waters for AI-driven storytelling across film, live events, and digital production.
“Production is becoming less about departments and more about how you design the workflow around the idea and bring the best talent around the brief,” said Marie-Céline Merret Wirström, MC&V Founder.
“Clients are asking different questions now. Not just what AI can do, but how it fits into their process, their approvals and how it scales,” she added.
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