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Lenovo x FIFA World Cup
Campaign

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Changes
1:43
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Sportiqe
0:43
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Myrtle Beach Golf
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Kids
1:32
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WebMD x Zyrtec
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5-Hour Energy
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DAVE
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Mouthology
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Ritual Labs is the creative technology venture from Ritual. We design AI-native production systems where story moves at the speed of intelligence. Award-winning human craft behind the wheel. Unprecedented intelligence under the hood.



A new production state has begun.

Curious?

hello@ritual-labs.co

Get in Touch

Changes

We made a short film called CHANGES about an advertising call. Using AI. Which means this post will probably get notes. The entire piece was built with emerging AI tools and then directed like a traditional scene. But the real idea behind it is simple: What if production could keep up with the way ideas actually evolve? Anyone who’s been on a creative call knows the moment. Someone says, “Just one more thing…” And the room shifts. In the old model, that moment meant friction. New timelines. New costs. New limitations. With new tools, that moment can become momentum. Because the instinct to refine, tweak, and explore is part of the process. Technology evolves. The meeting still does too. Enjoy the call.
Coming Soon

Sportiqe

Sportiqe = comfiest hoodie. So comfortable three guys wore the same one for days instead of just buying their own. Turning into a very serious test of friendship. Made with AI tools, but built like a real commercial. Grounded performances, locked characters, subtle physical comedy, and an absurd premise treated completely seriously. The goal wasn’t “AI visuals.” The goal was cinematic language and believable human behavior inside something ridiculous. Honestly…they should’ve just bought three hoodies.
Coming Soon

Lenovo

Ritual Labs partnered with Lenovo to help launch a global AI-powered campaign supporting the FIFA World Cup 2026, developing culturally adaptive creative designed to live across CTV, digital, and social platforms before, during, and beyond the tournament itself. Built entirely through AI-enabled production workflows under the direction of acclaimed AI filmmaker Billy Boman, the campaign showcases Lenovo’s role in powering the World Cup through advanced technology, performance insights, and immersive fan experiences while demonstrating how AI can be used to deepen storytelling rather than replace it. The collaboration reflects Ritual Labs’ broader mission to help brands build scalable, human-centered story systems capable of evolving across global audiences and major cultural moments, combining AI-driven creative development with the emotional nuance, strategic thinking, and cinematic craft traditionally associated with premium entertainment production.
Coming Soon

Myrtle Beach Golf

Myrt Reynolds is an ongoing world-building experiment blending AI filmmaking, regional folklore, vintage Americana, and absurd golf mythology into a living fictional universe centered around the self-proclaimed “greatest legend Myrtle Beach ever produced.” Built through cinematic image generation, animated performances, fake archival photography, retro game concepts, mock documentaries, local-history satire, and character-driven storytelling, the campaign treats Myrt as if he’s always existed somewhere deep inside the cultural DNA of Myrtle Beach. Every piece expands the mythology — from inventing the golf package, to fixing John Daly’s driver swing with a beer can, to fronting a garage band with The Sea Turtles, to appearing in forgotten newspaper clippings, disposable-camera vacation photos, and fictional 90s arcade games. The goal has been to create something that feels strangely real: a layered nostalgic universe where comedy comes entirely from sincerity, specificity, and an obsessive commitment to visual continuity, character consistency, and emotionally grounded storytelling.
Coming Soon

Kids

After a career spent in film and advertising - building images, obsessing over craft, debating lenses, color, composition, and performance - AI became something impossible to ignore. Not from a place of fear, but from genuine curiosity and a growing sense of responsibility to understand a technology rapidly reshaping creative storytelling. Rather than approach AI through abstraction, the experiment was built using something deeply personal: memories with family and children. The idea was simple — if these systems are shaped by the material they’re fed, why not begin with moments that actually matter? Bringing a background in cinematography, directing, lensing, and visual storytelling into the prompting process, the work focused on human emotion, imperfection, restraint, and realism over spectacle. What emerged wasn’t necessarily answers, but a creative process that felt strangely familiar: slower, more observational, and unexpectedly reflective. The experiment became less about technology itself and more about memory, texture, emotion, and the uneasy but exciting space where traditional filmmaking instincts begin colliding with entirely new creative tools.
Coming Soon

WebMD x Zyrtec

Here's the first of three spots we created with the WebMD Brand Studio and Zyrtec. Directed by Laia Grassi.
Coming Soon

5-Hour Energy

What if you could watch the pitch before you buy the production? That’s one of the ways we use Ritual Labs. For an active brand pitch in the energy space, we built a cinematic pre-viz system to bring the world, tone, and narrative tension to life before cameras ever roll. Because the future of production is being able to see the idea before you have to bet on it.
Coming Soon

DAVE

A recent experiment exploring Death as a character by placing him somewhere completely unexpected: a coffee shop. The short focused on testing tone, continuity, and emotionally grounded realism within AI filmmaking. There were no winks to the audience, no spectacle, and no exaggerated mythology. Just Death standing in line, quietly trying to blend in with the rest of humanity.
Coming Soon

Mouthology

We made a short film about brushing your teeth for our friends at @getmouthology. If you have kids, you know is less of a routine and more of a nightly variety show. There’s singing. There’s negotiating. There’s toothpaste where toothpaste should never be. The idea behind this piece was simple: brushing your teeth isn’t a sterile, perfect commercial moment. It’s chaos. It’s music. It’s kids pretending their toothbrush is a microphone. It’s parents wondering how a two-minute task somehow takes twelve. So we made the toothpaste the narrator. A tiny pop-punk witness to the beautiful mess of family life. This was also an experiment in building a film with emerging AI production tools while still directing it like a real scene. Chasing human moments, imperfections, and the stuff that makes family life feel real. Because honestly…the mess is kind of the point.
Coming Soon