AI-native production company MC&V has secured two new client wins: Canva and Canteen, adding them to its roster.
The wins reflect growing demand from global brands and culturally led organisations for AI production partners with experience delivering quality and efficiency in commercial production environments.
The appointments build on existing relationships, with MC&V founders Marie-Céline Merret Wirström and Vinne Schifferstein Vidal having previously worked with Canteen and Canva.
AI moves from experimentation to production
The client wins come as brands move AI from experimentation into real campaign production.
MC&V said the challenge is no longer simply generating content, but designing production workflows that can hold up commercially, legally and operationally.
That includes questions around IP, ownership, approvals, governance and production feasibility.
Vidal said the real value now lies in knowing how to turn AI tools into work that can perform for brands and agencies.
“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,” Vidal said.
“The tools have progressed incredibly quickly, but direction, craft and experience with brand production still matter enormously. That’s the thinking behind MC&V.
“We’re building around people who understand storytelling, production and how to deliver work properly for brands and agencies.”
New AI director roster
Founded earlier this year, MC&V positions itself as an AI-native production company built around workflow design, creative direction and production systems.
The company brings more than two years of experience delivering AI campaigns for brands including Adidas, Uniqlo, KFC and Afterpay.
As part of its expansion, MC&V has added AI directors Jodie Heenan, Josef “Seppi” Scholler and Jagger Waters to its creative roster.
Heenan is an Australian-based AI artist with a background in design, motion and VFX. She is also Creative Director of her own company and has worked with brands including Cadbury and Twinings.
Scholler is known for cinematic visual style, hybrid production and AI-driven world-building, combining emotional scenery with generative workflows. Waters is a multidisciplinary AI creator, writer and producer with more than a decade of experience across film, audio, live events and digital storytelling.
Production thinking becomes critical
MC&V co-founder Marie-Céline Merret Wirström said the shift to AI-native workflows is changing what production requires.
“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,” Merret Wirström said.
“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. That’s where production thinking becomes critical.”
MC&V will continue to build its offering across hybrid production, AI-assisted creative development, and fully AI-native campaign execution, working with agencies and brands to design production pipelines that balance creative ambition with commercial realities.
Top image: (L to R ) – Marie-Céline Merret, Jagger Waters, Josef Scholler, Jodie Herman, Vinne Schifferstein.