SINGHA

_TITLE: Singha: Fortune Favours the Firsts

_GENRE: Commercial

_FORMAT: Spec. Ad, 1:15 min, AI
_PRODUCTION COMPANY: Umbrella
_YEAR PRODUCED: 2026

_ABOUT
“Singha - Fortune Favours the Firsts” was conceived, pitched, and generated entirely by Csongor Dombovári over three months in the spring of 2026. The assignment was to simulate a real-world commercial gig—from researching brand identity through pitching—and deliver a spec ad using only AI (for img/vid generation). The goal was to demonstrate the technology's capability to bring high-end, photorealistic production value to the screen, capturing a sweeping, cinematic aesthetic reminiscent of high-production-value movies.



Beyond the final output, the project served as an intensive R&D lab. Navigating the unpredictable nature of generative models required building an entirely new prompt architecture and workflow from the ground up. The greatest technical challenge was maintaining consistency while constantly managing five distinct characters throughout the piece. We were interested in a fresh, epic, adventure-style commercial. Along with Zoli Hídvégi, we looked at Indiana Jones and Pirates of the Caribbean as inspiration for the epic storytelling.



Photo gen: Google Nano Banana Pro & 2

Video gen: Kling 3 .1
Credits used: You seriously don’t wanna know!

_RECOGNITION
Soon entering the festival circuit.

_CREDITS
CREATIVE PRODUCER: Zoltán Hídvégi
COPY & DIRECTOR, AI ARTIST: Csongor Dombovári
EDITOR: Ádám Darvas
COLORIST: László Csurka
SOUND DESIGNER: Máriusz Révész