Blog Feed - Roni Kleiner - Director

None of the actors in this video exist

Tue, 20 Jan 2026 07:22:00 GMT

None of the actors in this video exist. And neither does the city.

Most people watch this Monday.com campaign and see a high-budget production shot in downtown NYC. They see office drama, street vibes, and genuine human reactions.

Here is the truth: It is 100% Generative AI. Every character. Every skyscraper. Every texture.

The only "real" elements in the frame are the 3D animated star and the actual product screens (UI). Everything else is a directed illusion.

The "Dual Perspective" Challenge: As a director, my biggest battle here wasn't with lighting or location permits—it was with nuance. People think AI is just about typing prompts. It's not. It’s about directing.

How do you get a digital entity to deliver a specific, authentic facial reaction? How do you bypass the "uncanny valley" to find a genuine moment of surprise or frustration?

I had to push the models to their absolute limit, treating the AI generation process exactly like I treat actors on set—demanding the perfect take until the emotion felt real.

Why this matters: This is the essence of "Impossible Realities". We built a hyper-realistic metropolis and a full cast of characters without a single camera. It proves that when you combine a director’s eye with bleeding-edge technology, the line between "real" and "generated" disappears completely.

Hellmann's mayo | Tastebuds

Mon, 12 Jan 2026 17:26:00 GMT

Title: When SpongeBob Met Pixar: The Recipe Behind a 350-Million-View Hit

How we turned a simple request for "moisture" into a viral animated riot.

When I first approached the treatment for the Hellmann's India campaign, I knew we were cooking up something special. But I never anticipated the sheer scale of the appetite: the campaign has now surpassed 350 million views.

The challenge was deceptive in its simplicity: How do you visualize the sensation of dry food?

My director’s statement to the client was precise. I pitched a stylistic clash I called "SpongeBob meets Pixar."

I wanted to create characters that possessed the manic, chaotic energy and single-minded obsession of a SpongeBob cartoon—creatures with only one goal in life: flavor. They needed to be "trolls" in the most entertaining sense of the word. However, visually, I wanted them to live in a world of high-end polish. I wanted the lighting, textures, and compositing to carry the cinematic weight of a Pixar feature.

By blending this high-energy character animation with mouth-watering live-action food cinematography, we didn't just sell mayonnaise; we personified the joy of eating.

How to direct a cast of 5,000 actors who don't exist.

Comedy is all about timing. But in Visual Storytelling, comedy is also about Scale.

When we approached the Hellmann's "No Dry Bread" campaign (which hit 350M+ views), I didn't want the Taste Buds to look like cute mascots. I wanted them to look like a desperate, angry mob.

The Scene: Take a look at the wide shot on the toast (0:05). You see thousands of pink characters holding tiny picket signs, chanting in unison.

The "Dual Perspective" Choice: To make this funny, I had to treat it with dead seriousness. We used advanced Crowd Simulation technology—the kind usually reserved for epic zombie apocalypses or "Lord of the Rings" battles—and applied it to... a slice of dry white bread.

Why it works: The humor comes from the contrast. Using "Epic Scale" technology for such a "Low Stakes" problem (a dry sandwich) creates immediate irony. If I had used 10 characters, it would have been a cartoon. But 5,000 characters? That’s a revolution.

This is what I call "Impossible Realities"—using high-end VFX not just to impress, but to make the punchline land harder.

Here is a look behind the scenes at how we brought these "Taste Buds" to life, from the very first sketch to the final render.

Cinthol - the Monkeys

Fri, 28 Jun 2024 07:04:00 GMT

Cinthol body wash - the monkeys
I am thrilled to share the experience of directing the new commercial for the Indian brand Cinthol. The story begins with a girl taking a walk in nature and deciding to refresh herself under a waterfall. As she uses the invigorating bath foam, a mischievous monkey steals it and starts playing with his friends. The girl catches them, and they run away, leaving the foam behind. Realizing that the monkeys are sad because their game was taken away, she decides to return the foam and play with them in the water, bringing back their joy and happiness. To create realistic and animated monkeys, we flew to a stunning waterfall in Thailand and filmed the actress and backgrounds in a carefully planned way, ensuring the seamless integration of the animated monkeys. The result is a captivating commercial that perfectly captures the fun and refreshing experience of the product.
There is nothing I love more than creating animated characters, and this project was a fantastic opportunity for me to bring to life lovely animals like monkeys. It was a dream come true to work and create an animation of monkeys interacting with a girl in such a unique location. I want to thank the team, including the Indian producer Samran, the incredible Thai production team, the Swedish animation house, and above all, the amazing Indian client who was wonderful to work with. Thank you all!

chintol BTC

A split of a second - Elbit

Sat, 27 Jan 2024 08:07:00 GMT

When I got the project I had a challenge, everything Elbit ew do is invisible, waves and sensors, electronic warfare. My creative idea was this, I will use the brand colors of Elbit which are blue and yellow to tell the abilities everything that is real in the world will be realistic dark and dark blue and the abilities of Elbit will be in glowing yellow graphics so that even when describing invisible abilities the viewer can see them and what they do

וואלה פלוס - אנחנו בטלויזיה

Sun, 12 Nov 2023 05:45:00 GMT

אחרי שנים אתר החדשות הפופולרי של וואלה, עובר עכשיו גם בטלויזיה.

לכבוד השקת הערוץ זימנו אותי ליצור קמפיין טלוויזיוני

הבריף היה ליצור קמפיין שירגיש לא דומה לערוצי טלויזיה האחרים. חיפשו לוק עכשיו, צעיר, אפילו אינסטגרמי.

הרעיון שהבאתי היה ליצור ליצור סדרת אייקונים ענקיים מנאון!

הנאון מעביר תחושה של לייף סטייל ועכשוויות

התוצאה סרט מגניב...

לכל מגיש יצרנו אייקון נאון מיוחד לעולם התוכן של התוכנית שלו

חדשות - מגישים מסובבים גלובוס נאון ענק

מגישת כלכלה עולה ויורדת על גראפים

כל מה שקורה ברשת - המגיש קופץ דרך טלפון

כושר - רוני דואני מושכת משקולת קטלב ענקית

ספורט - משחק במגרש כדורגל נאוני

רכילות באינסטגרם - המון אייקונים של לייק.

בסוף הסרט רואים את כל מגישי התוכניות מופיעים בתוך אייקון זוהר של טלויזיה

תודה לצוות המדהים של וואלה, חבורה של אנשים מיוחדים - היה לי תענוג גדול לעבוד איתכם

Agmatix

Sun, 12 Nov 2023 04:23:00 GMT

Harvesting Innovation: Agmatix 3D Animation Commercial.
Dive into the world of Agmatix with our latest 3D animation commercial!.I had the incredible opportunity to bring to life the advanced agro informatics tools that Agmatix offers to growers.Our creative vision centered around making the complexities of Agmatix's capabilities accessible and engaging. We decided to illustrate these intricate processes using a unique and relatable medium: a wooden game.The choice of wood as the primary material not only added a touch of warmth and authenticity to the visuals but also established a direct connection to the world of agriculture. The texture of the wood brought an organic and earthy feel to the animation, creating a seamless link between the film and the subject matter.Agmatix is a platform that empowers growers with cutting-edge tools, and we wanted our audience to understand this seamlessly. The wooden game serves as a metaphorical field, where every move represents a step in harnessing Agmatix's capabilities for a bountiful harvest.The animation unfolds like a captivating story, showcasing how Agmatix optimizes processes, enhances productivity, and transforms the landscape of modern agriculture. The combination of visually appealing graphics and a tactile medium like wood makes the commercial not only informative but also enjoyable to watch.Join us on a journey where innovation meets nature, where technology and tradition coalesce. Agmatix is more than just a platform; it's a revolution in agro-informatics, and our 3D animation commercial is the visual testament to that.

storyboard

Therapy? - Woe

Fri, 03 Nov 2023 16:39:00 GMT

I am thrilled to share my latest creation, the music video for Therapy's hit single "woe" crafted with cutting-edge artificial intelligence technology!

Watch as AI meets rock in a mind-bending visual experience that pushes the boundaries of creativity and innovation. It's not just a music video; it's a glimpse into the future of music

STORK FITNESS

Sun, 09 Jul 2023 03:33:00 GMT

I am thrilled to present my latest commercial, featuring the stork, an adorable animated character that is sure to captivate your hearts. On this commercial the stork is doing fitness exercises. This advertisement combines the magic of animation with a compelling storyline. Our animated character brings life and personality to the screen, instantly connecting with viewers and leaving a lasting impression. With its vibrant visuals and charming presence, this commercial is bound to leave you wanting more. Stay tuned as we unveil the commercial and prepare to be amazed by the power of animation!

1a652a27-3cd3-4ced-89c7-fc35bd06101b-0.mp4

Homescapes - Behind the scenes

Sat, 05 Mar 2022 16:12:00 GMT

https://vimeo.com/684980039#em...People that will do anything to continue playing homscapes. a brilient script i had the privilage of directing. i had an amazing funny cast

pictograma bid

Wed, 20 Aug 2014 04:40:00 GMT

A bid i lost for a german ad. thaks to isreal breslav for an amazing desige

lapam - shot

Wed, 20 Aug 2014 04:36:00 GMT

Amazing shooting day. Watch the video - https://ronikleiner.co.il/port...