A blockbuster in the world of delivery

The spot is built as a teaser for a fantasy blockbuster: a flight above the clouds, the dragon banking, the courier over a fairy-tale city and a sharp cut to the promo. The voice-over keeps the trailer tone — “This autumn, simply a blockbuster. Delivery from Magnit” — and leads to the slogan “A blockbuster in the world of delivery”. The storyboard was made by the PORTAL team: it set the shot sizes and the narrative, while the specific angles were chosen based on what the generation produced.

The main challenge of an AI spot is consistency: the dragon and the courier have to be the same in every shot, not lookalike relatives. The project was made before Nano Banana came out — not even its first version existed yet, nor any tools that hold a character from frame to frame. So dedicated Flux LoRAs were trained for the heroes. The dataset is twelve frames of the dragon with the courier from different angles, each with its own text description and a shared trigger, “DELIVERY DRAGON”: that is how the model recognizes our characters specifically. Below is part of that dataset.

The dragon had to come out kind and alive — fairy-tale, but not kitschy: red scales, big wings, a friendly face. It was developed on its own and together with the courier: proportions, wingspan, character, the rider's seat. Over the production more than three hundred pose variants piled up; fourteen made it into the library of approved ones, and the scenes were assembled from them. At the top are poses with the courier, below are versions of the dragon and selected frames.

The box is the one thing the viewer must recognize at first glance, and generation wouldn't have held it. So the branded box was built in 3D from photos of Magnit's own: the model is equally recognizable from any angle and in any light. After that the PORTAL team retouched it and placed it into the frames.

The city was built like a fantasy blockbuster set — 19th-century St. Petersburg: grand facades, domes, clouds in sunset light. The scenes were generated on Flux models in two steps: first the environment, then the dragon and the courier were inpainted into the frame through our LoRAs — so the heroes sat inside the city's light and perspective instead of being pasted on top. Over the production more than four hundred shots were generated; only approved ones went on to animation. At the bottom is one of the intermediate comp versions.

Animated shots were generated from the approved stills: dynamic flight, wingbeats, the camera passing through clouds. The work went in short cycles — deliveries on August 22, 24, 26, 29 and 31, each with revisions to the previous one. The result is a 15- and 10-second spot for TV and online video with a clean, dynamic, broadcast-quality image, which was rare for AI production at the time.

The last delivery, on September 2, was the packshot: for the final logo shot the dragon was generated separately on chroma key, so that it could peek out from the edge of the frame against the brand's red background. Left — the green-screen generation, right — the frame from the spot.