NexGenAI Studios

Behind the Scenes

Case Study — PhonePe

Hybrid Workflow – PhonePe TVC

This film was created during the IPL (Indian Premiere League) 2025 season, a perfect example of how NexGen AI Studios blends live action and AI to achieve cinematic results with speed and efficiency.

The opening car and traffic shots you see in the film are 100% AI-generated, designed to match the lighting, movement & tone of the TVC.

The commercial itself was shot against a Chroma setup (Inside Car shots) with all the background slates built in AI, giving the scene a realistic environment without the need for large-scale physical sets.

By combining practical shooting with AI-generated environments, we optimised both cost and production time, showcasing our signature hybrid workflow that bridges traditional filmmaking with next-gen technology.

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When Prompt doesn't work out, we act it out!

Back in May 2025, when AI video tools were still evolving, we hit a creative block, the prompt just wouldn’t give us the shot we had in mind.

So, we went old-school. We acted it out ourselves, recorded the reference & then used that footage to replicate the exact shot in AI.

This experiment became a turning point for us, a reminder that great visuals come from intuition, not just algorithms.

At NexGen AI Studios, this is how we work: constantly blending human direction with artificial intelligence to bring cinematic imagination to life.

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Case Study — Upgrad