Santa quits in Mirakl’s fully Ai-generated global Christmas campaign via AiCandy Australia
Mirakl, the leading provider of eCommerce software solutions with headquarters in Paris, has released ‘Santa Quits’, a 100% AI-generated brand film launching in the final days before Christmas. Created by AiCandy Australia, every character, scene and pixel has been brought to life through a fusion of advanced AI tools and traditional filmmaking craft.
Inspired by the pressure faced by business leaders during one of the world’s busiest seasons, Santa Quits opens on breaking global news as Santa officially resigns. The story unfolds through scenes of mass protest, where people from New York to Tokyo march through snow-covered streets chanting for Christmas to be saved. Amid the chaos, an unassuming elf in Santa’s abandoned workshop quietly reboots operations through an engine of agentic commerce powered by Mirakl Nexus, restoring global order and reconnecting billions of gifts to the people waiting for them.
“The festive season is the one time of the year when people genuinely look forward to Christmas advertising, so we wanted to capitalise on that moment and set out to create a modern Christmas story where even Santa himself reaches breaking point under the pressures of modern working life,” says Marcus Tesoriero, Co-Founder and Head of Creative at AiCandy.
“At its core, our film is about showing brands and retailers that they now have the tools to achieve the impossible. The idea shows that even the busiest CEO in the world, Santa, can’t keep up without the magic of agentic commerce.”
From snow-covered protests across global cities to Santa’s North Pole workshop, every visual element was created using generative AI and shaped into a cohesive narrative through human craft and finely tuned creative direction. The result is a cinematic experience that would traditionally have required multiple location shoots and many months of production. The light-hearted 60-second Christmas spot was strategically released in the final days before Christmas to reinforce the idea that Mirakl’s advanced agentic commerce helped Santa save the season with only moments to spare on Christmas Eve.
Says Hugo Weber, VP, Corporate Affairs & Impact at Mirakl: “The timing reflects both the holiday moment and Mirakl’s positioning at the intersection of AI and commerce. As businesses grapple with how to integrate AI into their operations, Santa Quits demonstrates that Mirakl not only builds an agentic commerce infrastructure, we embody the AI-first philosophy in how we market ourselves. The meta-narrative of using AI to tell a story about AI-powered commerce is intentional. Just as we help the world’s biggest brands harness AI to meet impossible customer expectations, we used AI to create this film, showing what’s now possible when technology meets creativity.”
The modern Christmas tale Santa Quits will run globally across digital and social channels throughout the festive season. Merging light-hearted storytelling, technology and emotion in a way that feels meaningful, it represents the power of Mirakl’s vision for “the magic of agentic commerce.”
Adds Kent Boswell, Co-Founder and Head of Production at AiCandy: “AI filmmaking is unlocking a new level of creative possibility. Stories of this scale and depth can now be crafted with game changing speed and efficiency on tighter budgets, giving every brand the freedom to bring imaginative worlds to life with cinematic quality and genuine heart.”
Client: Mirakl
Mirakl VP, Corporate Affairs & Impact: Hugo Weber
Mirakl Director Design: Romain Séchan
Creative & AI Production: AiCandy, Australia
Head of Creative: Marcus Tesoriero
Head of Production: Kent Boswell
AI Film Director: Dr Machakil
Sound Designer: Matt Perrott (Mighty Sound)
Colourist: Keiran Lee
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