Machina’s AI video production division, RogerRoger, has delivered a new TV campaign for direct response marketer Choice Home Warranty, demonstrating how artificial intelligence can reshape traditional commercial production while preserving the human performances at the heart of the creative.
The production package includes two distinct creatives, each delivered in 120-, 60-, 30- and 15-second versions, providing Choice Home Warranty with a flexible range of assets designed for television and performance-driven media.
Michael Pierce, Machina’s Managing Director, noted that everything in the commercials was produced using AI, with the exception of on-camera talent delivering dialogue.
“One of the important areas of authenticity that we maintain in AI video production is actor performance,” said Pierce. “You can use AI to generate animation, motion graphics, extras and epic locations, but all that can lose its luster if the lead actor performance is flat.”
That balance between emerging AI production capabilities and authentic human performance became a central part of RogerRoger’s approach to the campaign. Rather than using AI simply as a visual novelty, the production incorporated the technology throughout the creative process to expand what could be achieved within the campaign’s production schedule and budget.
The commercials feature two distinctly different experiences. “Your House Needs Protection,” featuring spokesperson Andi Wagner, takes viewers through a VFX- and animation-driven adventure, using AI production techniques to create environments and visual elements that traditionally would have required significantly larger production resources.
Watch "Your House Needs Protection" here.
The second creative, “Call Center,” follows a day in the life of a call center agent speaking with customers, while also incorporating directed testimonials. Together, the two spots demonstrate the range of creative styles that can be produced within the same AI-assisted production model.
“Everything was filmed in a modest green screen studio,” said Machina Co-Founder and Managing Director Bernadette Abasta. “These creatives pre-AI would have cost several hundred thousand dollars to produce and taken several months to deliver. With RogerRoger, the timelines become a matter of weeks, and the ability to take a performance marketing approach by swapping out offers using AI is an important advancement in TV creative.”
The ability to efficiently create variations also gives performance marketers greater flexibility after the initial production is complete. Offers, messaging and selected creative elements can be adapted without necessarily requiring the type of extensive reshoots and additional production traditionally associated with updating television campaigns.
For direct response advertisers in particular, that flexibility creates an opportunity to bring some of the iterative approach common in digital performance marketing to television creative, allowing campaigns to evolve as offers, messaging and market needs change.
AI also substantially changed the physical footprint of the production.
“We did this entire production with a crew of about 12 people,” Pierce added. “This used to take a crew of 40–50. The impact on budget is obvious, yet the creative result is equal.”
For Machina and RogerRoger, the Choice Home Warranty campaign illustrates a production model in which AI is not intended to eliminate the human elements that make advertising effective, but rather to expand the creative possibilities surrounding them. By combining live performance with AI-generated environments, animation, VFX and other production elements, the team was able to deliver a multi-format television campaign on a significantly compressed production schedule.
The result is an example of how AI-driven production can give advertisers more creative flexibility while reducing many of the traditional barriers of large-scale commercial production—including time, crew size and budget—without sacrificing the importance of authentic on-camera performance.
