Pico.Love OS’s AI-R Studio Wins Higgsfield Adathon With Four-Week Spot Production

The useful part

Advertising HQ brings the people shaping advertising, commerce, and media together for four days of unscripted conversations and after-hours connections. AI-R Studio has won the Adathon contest hosted by Higgsfield, in partnership with ADWEEK, the companies announced at Brandweek 2026 in Atlanta on Wednesday (Sept 16). AI-R Studio, the AI and hybrid production studio of Mexico-based Pico.Love OS, submitted a spot that opens with footage of a toucan and a gorilla in a jungle.

How it works

• They scored the submissions across four criteria with equal weight: creative idea, brand storytelling and effectiveness, craft (like camerawork and sound design), and realism.
• I can't breathe in this thing!" A rendition of "Video Killed the Radio Star" by The Buggles kicks in as a series of AI images follow, including a fish that pleads for its life in a sushi restaurant and...
• "Anyone who has worked in agency new business knows how much has to happen before a single frame gets made: the deck, the approvals, the sign-offs, the rounds of refinement before anything ever ships," said...
• I'm so sorry guys, they no longer want AI." The AI gorilla is replaced by a human in a gorilla suit, who complains, "Bro, are you for real?
• The studio brings together human creative and AI-powered tech to create original characters, films, and worlds.

What to take from it

It uses the term "prompt artist" to describe the job of combining human creative judgement with generative AI. Higgsfield AI Launches $85,000 'Adathon' Contest in Partnership with ADWEEK As the winners, AI-R Studio received $50,000 in credits on the Higgsfield AI media platform, which provides access to multiple generative AI tools. The platform has been used by musicians like Snoop Dogg, Madonna, and Will Smith.

Details worth keeping

The inaugural Adathon was a month-long competition, launched in July, that invited agencies and brand creatives to "skip the deck" and "make the ad." The teams created a brief and had four weeks to write and produce a spot using AI. The spot credited one creative prompt artist and five prompt artists. Justin Chin Justin Chin is a contributing writer for ADWEEK.

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