Purpose-built for ICAs
Designed around the in-content advertising format, not around generic single clips.
AI Studio · MR Factory
One engine. Three products you can use today.
AI Studio is where every AI-native capability we build lives, trained exclusively on our own production data and never on the open internet. In-content advertising, official talent twins, and hybrid AI production for series and film, all built on the same engine.
Trained on our own dataDefensible IPOne engine, three products
HeroCharacters on the stage · own productionPlaceholder · final selection pending
AI Studio · MR Factory
One engine. A growing family of products.
Every AI-native capability we build lives here, trained exclusively on our own production data. Three products run on it today.
01 / ProductsLayer · Doc
3 in market
01 · In-content advertising
ICA
Product placement inside drama series: cast, staged and produced end to end in one tool, with output the brand can actually own.
Explore ICA02 · Official talent twins
Digital Doubles
A real person’s official digital twin, licensed with their consent and approved by them, piece by piece.
Explore Digital Doubles03 · Series and film
Hybrid AI Production
AI as an additional layer on top of virtual and physical production, for series and film, not a replacement for either.
Explore Hybrid AI ProductionProduct 01 · Built on AI Studio
ICA · In-content advertising
Product placement inside drama series: cast, staged and produced end to end in one tool, with output the brand can actually own.
02 / ICALayer · Footage
Chapter 01
Why now
In-content advertising was always the model. AI removed the ceiling.
In-content advertising already works: placing brands inside content people actually watch, instead of interrupting it. The limit was always production. Every placement meant a new shoot, a new crew, a new cost.
03 / Why nowLayer · Doc
The ceiling
The shift
AI removes that ceiling. The same placement logic, but the content itself is generated, at drama-series scale, in the markets where this format already has an audience.
What that changes
A placement stops being a production line item and becomes a version. The same scene can carry a different advertiser in a different market without anyone going back to the stage.
The tool
A new approach to AI commercials.
The ICA tool is not a general-purpose video generator. It is a purpose-built production pipeline, using real, ground-truth training data instead of guesswork, carrying the commercial from script to final cut in one place.
04 / The toolLayer · Footage
Purpose built
Trained on ground truth
Real captured data drives every twin, location and behaviour.
End to end in one tool
From script or existing ICA to final commercial, with no external tools.
ICA · feature set
One tool, end to end.
Start · either one
Existing ICA
Import a previous ICA as your foundation.
Custom script
Or bring your own written script.
Then
Eight-shot ICA
A full storyboard with casting, locations, shots and brand design, all inside one workflow.
And out
Full commercial
Expand to any shot count, carrying your creative intention forward.
The eight-shot ICA is a starting point to carry forward to any number of shots, not an automated input-to-final-output pipeline.
The tool, live
Real interface. Real output.
05 / InterfaceLayer · Doc
Live tool
The commercial is assembled in the tool itself: casting, locations, shot list and brand design in one place, with the output the client receives generated from the same session.
UI 01AI Studio · ICA interfacePending
Product interface capture, no client data visible
ICA · feature set
Full location consistency, shot to shot.
Generated environments are contextually consistent. Not just backgrounds that look correct, but spaces where every camera angle makes sense.
No environment driftProps stay putSpatially coherent
ICA · feature set
Digital twins of real talent.
06 / TwinsLayer · Footage
90% measured
90%
Measured facial consistency against the real person. Above 90%, results are close to indistinguishable to the human eye.
Each twin is trained on real video and audio captured with the talent, preserving mannerisms, facial expressions and voice.
Built with the talent. Rich datasets captured with real people, not from a single photo. A consent-based model where the dataset benefits the talent and the studio alike.
- Mannerisms and expressions, learned from the real person
- Vocals that match the talent’s actual voice
- Consistent identity across every shot and angle
ICA · feature set
Realism enhancement, before anything is generated.
A commercial cannot afford an “AI look”. The realism enhancement tool pulls any AI-generated location image closer to reality before generation begins.
07 / RealismLayer · Doc
Before generation
Input
Real location photo
Already real. No action needed.
AI location image
The tool pulls it closer to reality first.
Then
Realism enhancement
Applied before generation begins.
And after
It carries through
Realism holds across the entire commercial.
Knock-on effecta more realistic location lifts the realism of every shot built inside it.
ICA · feature set
Two features built specifically for brands.
08 / For brandsLayer · Footage
2 features
Production design
Brand colour scheme
Brands select up to three colours from their guidelines, applied across the commercial’s production design. Not a colour-grading filter: the AI adds real production design elements, coloured to match the brand.
Trained behaviour
Brand signature behaviours
Custom-trained, brand-specific training sets teach digital twins to handle products exactly as they would in real life, and exactly as the brand directs, learned from the brand’s own reference footage.
Proof of conceptevery commercial we generate becomes a reusable asset for the next one. Digital twins, locations and looks carry forward at near-zero marginal cost across an entire episode run.
Digital twins
Fake twins against true twins.
09 / True twinsLayer · Doc
The difference
Off-the-shelf models
One image goes in and the model has no knowledge of other angles, voice, behaviour or emotion.
Result: a best guess, but not your talent.
The MR Factory approach
Trained datasets captured with the actual talent. Real angles, real voice, real mannerisms, no guessing.
Result: the exact talent the brand cast.
Digital twins
Our approach: digital twins of everything.
Training is the heart of the studio’s AI. Live in the tool today: talent twins and brand signature behaviours. The approach scales to everything on this list.
PeopleProductsPropsLocationsColour schemesLenses and looks
The flywheelevery project deposits into this library and every next project draws from it, lowering cost and raising consistency each time. That is the difference between renting capacity and owning it.
Defensibility
Owned, not rented.
Every one of these risks comes from depending on someone else’s model. The stack of models, twins and datasets is ours and our partners’.
10 / DefensibilityLayer · Footage
Owned stack
Never married to a model
When a better model lands, we adopt it. A rented pipeline is locked in.
Your data stays yours
Nothing we process trains a third-party model. Partners keep control of their own data.
No regulatory weak point
Rented models carry regional ban risk. An owned stack does not vanish overnight.
Defensibility
No human, no copyright. And our answer.
11 / CopyrightLayer · Doc
Chain of title
The problem
United States copyright protects human authorship. Output generated solely with AI gets no copyright. An unprotectable spot is a spot anyone can copy, recut or imitate.
Our answer
Every ICA traces to real human effort: footage captured by people, data orchestrated by people, behaviours performed by people. That trace is the chain of title, and it is what makes the output defensible.
Why ICA wins
Real data in, real ownership out.
12 / Why ICA winsLayer · Footage
7 reasons
End to end, in one tool
Script or existing ICA in, a full eight-shot commercial out.
Consistency you can cut to
Locations, props and angles hold together like a real set.
Twins that are the person
Trained with real talent data, at 90% measured facial consistency.
Brand control, built in
Brand colours in the production design, signature behaviours on command.
Output brands can own
Human-traceable chain of title on proprietary models, so the IP is defensible.
Scalable by design
Deploy on premise or on any cloud, and control speed by adding compute.
Never locked in
Open foundations, with no dependency on one vendor’s model or roadmap.
Product 02 · Built on AI Studio
Digital Doubles · Official talent twins
A real person’s official digital twin, their image, their voice, their way of being, that only acts when they say yes.
13 / DoublesLayer · Doc
Chapter 02
Why now
Working with celebrities has got harder, not easier.
14 / Why nowLayer · Footage
3 frictions
Scheduling and logistics
Your campaign waits for a studio slot. Every new version, every new market, every brief change is another shoot day that does not exist.
Costs that do not scale
Multi-market versioning multiplies production, travel and rights. Real personalisation by audience or channel is simply unworkable on a shoot.
And now, the law
Since August 2026, synthetic content involving a real face must be labelled and backed by accredited consent. Using AI on your own is no longer a shortcut.
The good newsthere is a way to have the talent always available, official, approved and legal.
The solution
License the official digital twin.
15 / The solutionLayer · Doc
Licensed twin
Always available
The twin shoots your campaign this week, not whenever a schedule allows. New versions and adaptations in days, not months.
Approved by the talent, personally
Every piece is approved by the person themselves before it airs. You get the image; the relationship with the talent stays protected.
Compliant by design
An audited consent chain, visible AI labelling and full traceability, built into the product rather than bolted on afterwards.
What you can do
Four ways to use it from day one.
16 / What you can doLayer · Footage
4 uses
Always on
Always-on campaign
New pieces by season or product, without shooting again.
Every market
One shoot, every market
The same spot in a dozen languages, voice and lip-sync matched, at the same production budget.
By audience
Real personalisation
Versions by audience, city or channel, generated under an approved template.
Longer form
Branded content and cameos
Cameos, branded series and longer pieces, at a production budget rather than a superproduction one.
Two levels
Choose the fidelity your piece needs.
17 / FidelityLayer · Doc
2 levels
Likeness
Image and voice, identical.
Ideal when the piece calls the shots: versioning, visual dubbing, high-volume formats and always-on presence.
Authentic · certified
Behaves like the person.
Their mannerisms, their laugh, the way they express emotion, certified by an independent panel. For premium endorsement, film and emotional pieces.
Trust by design
Owned by the talent. Licensed with consent.
Every digital double runs on the same guardrails, whoever the talent is.
18 / TrustLayer · Footage
Dual key
The talent approves every use
Nothing airs without their sign-off. Entire categories, brands or countries can be vetoed in advance.
Dual-key generation
Generating requires both the talent’s key and ours, notarised and independently audited every year. Neither of us can act alone.
Revocable, never a hostage
If the agreement is not renewed, live campaigns wind down in an orderly way and the talent can buy back their model at an independently appraised value.
And we protect the talent toounauthorised deepfakes made of them are monitored and taken down. Their official twin is also their shield.
Product 03 · Built on AI Studio
Hybrid AI Production · For series and film
AI as an additional layer on top of virtual and physical production, for series and film, not a replacement for either.
19 / HybridLayer · Doc
Chapter 03
Why now
Full AI has a ceiling. So does production without AI.
Full AI, on its own
Faces drift between shots, continuity breaks across a scene, and output with no human authorship behind it carries no real copyright. Fine for a single clip. It does not hold up across a season.
Our approach: hybrid
Real actors and real sets for what carries the story. AI trained on our own footage handles the rest, at scale, without losing consistency, ownership or quality.
The method
Four phases. One pipeline.
The same production, from script to delivery, with AI trained exclusively on what we shoot at every stage.
20 / MethodLayer · Footage
4 phases
01 · Pre-production
Drafting the shoot
AI drafts storyboard, casting options and locations.
02 · Real capture
Cast and crew on the stage
Shot ARRI-grade, exactly as on any production.
03 · AI layer
Everything the story does not rest on
Crowd, atmosphere and repetitive shots, generated from our own footage.
04 · Agentic post
Assembly and delivery
Continuity checks and delivery, orchestrated end to end.
What compounds
Every production builds the next one.
Every shoot becomes a reusable asset for the next season, not a one-off cost.
21 / LibraryLayer · Doc
Compounding
LocationsTalent twinsWardrobe and propsLighting stylesCamera languageSound design
Where it gets commissioned
Three industries run on this engine.
01AdvertisingDigital talent, cinematic doubles and in-content advertising for agencies and brands.02CorporateThe same trained models on owned channels: communication, brand platforms and compliance training.03Film and TVThe four-phase pipeline in full, and the three ways a production starts with us.
AI Studio
One engine. Any project you assign to it.
ICA, Digital Doubles or Hybrid AI Production, ready today.
22 / ContactLayer · Footage
Reply in 48h
We do not sell AI tools. We train your production’s digital brain.
- hello@mrfactory.ai
- Studio
- C/ Isaac Newton 5, 2ª planta
Parque Tecnológico de Madrid
28760 Tres Cantos, Madrid - Company
- Multimedia Resources, S.L.U.
Part of Whisper World Pte. Ltd. - Visit
- The stage is visitable. Ask for a slot and come see a shoot.