On 16 May, during one the of the commercial breaks of popular RTL Deutschland format Let’s Dance, the dance floor transitioned into a mystical dragon arena. This innovative project, titled ‘Stagemorph,’ aimed to promote the live-action adaptation of the popular animated film How to Train Your Dragon, set to arrive to cinemas on 12 June. The advertising spot represented the first-ever use of generative AI in a special advertising format, marking a significant milestone for Ad Alliance in Germany and Universal Pictures International Germany.

Lars-Eric Mann, Chief Marketing Officer of Ad Alliance, says: “This premiere demonstrates how AI can be used as a creative tool to create new spaces for brands. Cost-effective yet high-quality, individual yet scalable. Here, technology, storytelling and format aesthetics come together perfectly. This creates innovative TV moments and sets a higherstandard for future special advertising formats.”

Katja Uhrig, Senior Marketing Manager at Universal Pictures International Germany, adds: “We didn't just want to advertise, we aimed to impressively stage the high-quality live-action adaptation of the popular franchise in advance and create attention. We were excited by the solution from Ad Alliance to use an AI-created special advertising format for the first time. The result is strong as a dragon: new, surprising and emotional. With this, we are opening a new chapter. The film will still be meticulously created by animators, but we can tell our advertising story in a new way.”

The transformation of the Let’s Dance studio environment was entirely AI-generated. Instead of traditional set design and special effects, entire stage backdrops were animated with AI, incorporating movement, lighting and thematic spatial design. Key brand elements, such as the animated dragon Toothless, have been produced using classic techniques to ensure brand consistency.

The ’Stagemorph‘ project shows how generative AI can enhance advertising with creative, cost-effective solutions. The focus remained on context, recognisability and brand fit, with the stage keeping its original function while becoming an immersive meeting space for brand experiences and marketing.