MC&V secures Canva and Canteen accounts
MC&V expands roster amid AI production demand
AI-native production company MC&V has secured two client appointments with Australian brands Canva and Canteen, as demand grows for AI production expertise and commercially focused workflow design.
The appointments expand existing relationships between the organisations and MC&V founders Marie-Céline Merret Wirström and Vinne Schifferstein Vidal, who have previously collaborated with both Canva and Canteen.
Brands seek AI production expertise
The wins reflect a broader shift in the market as brands move artificial intelligence from experimental projects into campaign production. Industry focus is increasingly turning toward workflow design, governance and production systems that can operate within commercial and legal requirements.
MC&V said the challenge for brands is no longer access to AI tools, but understanding how to apply them effectively within agency and production environments. Issues including intellectual property, approvals, ownership and operational feasibility are becoming more significant as AI production scales.
At the same time, AI-native workflows are driving demand for producers who can combine creative direction, technology and commercial production expertise.
Vinne Schifferstein Vidal, co-founder of MC&V: “We’re excited to be partnering with the teams at Canva and Canteen again, two organisations we’ve really enjoyed working with and have enormous respect for creatively and culturally.”
Vinne Schifferstein Vidal: “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. 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.”
MC&V expands creative roster
Founded earlier this year, MC&V has worked on AI campaigns for brands including Adidas, Uniqlo, KFC and Afterpay. The company positions itself as an AI-native production business focused on workflow design, creative direction and production systems.
The company has also expanded its creative team with the addition of AI directors Jodie Heenan, Josef “Seppi” Scholler and Jagger Waters.
MC&V said the appointments are intended to support growing demand for AI-native and hybrid production services by bringing together expertise across multiple creative disciplines.
Australian AI artist Jodie Heenan has a background in design, motion and visual effects, alongside commercial production experience through her own studio. Her client work has included campaigns for Cadbury and Twinings. Heenan has also held senior academic leadership positions at universities across Australia.
Josef “Seppi” Scholler is known for cinematic visual storytelling and hybrid productions that combine traditional filmmaking with generative AI workflows.
Jagger Waters works across film, audio, live events and digital storytelling, with experience in AI-driven video production and generative filmmaking projects.
Focus shifts to workflow and governance
Marie-Céline Merret Wirström, co-founder of MC&V: “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.”
Marie-Céline Merret Wirström: “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 said it continues to expand its work across hybrid production, AI-assisted creative development and AI-native campaign execution, collaborating with agencies and brands on production pipelines designed to balance creative and commercial requirements.
The announcement follows the recent AARON Awards, the global awards platform founded by Marie-Céline Merret Wirström and Vinne Schifferstein Vidal to recognise AI-driven creativity in advertising and brand innovation.
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