Let's Watch Horses Conquer the Streets of Stockholm

It's an AI bridle pageant of epic proportions

When horses mount a high-rise, and their steel shoes rain down across the city, you’re in for a weird and lumpy day. Ouch!

ATG, a racing and betting brand in Sweden harnessed AI, CGI and live action to trumpet a new wagering format known as V85:

The street sweepers will be working overtime tonight. Plop!

Fredrik Bond directs with considerable sound and fury. He’s great with showy drama and big visuals, and “The Horses Are Calling” certainly makes a hoof-pounding impression.

Åkestam Holst NoA developed the approach, and agency creative Jesper Holst and Mark Ardelius tell Muse, “Beyond the eight trained trick horses from Hungary, and a great number of fully equipped trotters on set, we used AI-generated horses for the scenes that would have been hard to catch in real. E.g. the horses on the roof-tops, and the ones rushing down the stairs.”

The scene where the horse and driver spin in the street is another example. “It was generated after a thorough training on the live carriage,” Holst and Adrelius say.

As for the deluge of shoes, “It’s mixed composition of in-cam horseshoes and AI-generated ones. Euro-pop star E-Type, who appears in the beginning, is all human.”

CREDITS

ATG client
CMO: Johanna Åberg
CMO Horse Betting: Peter Dennbrink

Åkestam Holst NoA
Creatives: Jesper Holst, Mark Ardelius
Client director: Charlotte Zetterström
Strategy: Harald Larsson, Henrik Sjödin
Account manager: Ikka Norberg, Sofia Skeppar
Agency producer: Magnus Kennhed

Giant & Toys
Director: Fredrik Bond
EP: Tilde Klinth
LP: Line Postmyr, Calle Isberg
Photo: Pepe Gay de Liébana
Edit: Patric Ryan
Music: Gustav Jennefors

Post production: Chimney Pot
Media: Wavemaker/WPP Media