MSI 'Edgeless'

Director: Dhairya Patel
Prod. Company: Dapper Labs
Agency: Dapper Labs
Client: MSI

Working with our friends at DapperLabs in another Lil Miquela adventure, bringing to life our favourite AI robot.

With the learnings from our previous work with Michela, we streamlined our pipeline to be able to produce the content better and faster. On this occasion, we minimised the render times I'm composing to make sure that we could do more iterations and control the quality. Of course, being so close to her at 4k is always a challenge, so we improve that as well.

A big thank you to our friends at Dapper Labs for allowing us to be part of this journey. We love Michela, and as a character, we keep learning and learning every time. Following our BMW collaboration with the team at Dapper Labs, we reunited with Lil Miquela for a new project with MSI — showcasing the quality and design of their latest screens in a way that felt natural to her world.

Having worked with Miquela before, we came in with a much sharper sense of what the pipeline needed. This time we focused on reducing render times and tightening the compositing process, giving us more room to iterate and a stronger grip on quality throughout. Getting that close to her in 4K is always demanding, and that improved, too.

Every project with Miquela teaches us something new — she's a genuinely fascinating character to work with, and that curiosity keeps us sharp. Big thanks to the Dapper Labs team for continuing to bring us along on the journey.