ai studioEXTRALUXcreative team
using every technology available to turn ideas into worlds.

30 days average time  to
final film














 


WORKS: PUMA / RUNWAY / FUEL


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1
Project Name
FUEL FINANCE  “Multi-agent platform”FUEL entered the market with a product that didn't exist yet — not another financial agency or consulting firm, but an AI platform of specialized agents that autonomously manage business finances: accounting, forecasting, analytics, treasury. No weekends. No human error.

We moved away from the typical corporate AI product language and built the concept around the brand founder's own archive: real footage from her Instagram, her hobbies, her aesthetic — racing, skiing, sport, motorcycles, running, cycling.











The film itself is built as a diptych — a deliberate visual device. Two worlds held in one frame: the raw physicality of sport and the invisible precision of financial logic. Neither illustrates the other. They simply coexist — the way the best technology does. Present, silent, and already working.










Along the way we developed a visual symbol for the AI agents — the helmet. Macro shots of ski, motorcycle, fencing, and cycling helmets, with back-end calculations reflected in the visor, became the transitional device between scenes. Each financial function of the product was given a sports metaphor.

The result was not a video — it was a full campaign system. We delivered a standalone film, a bank of short cuts for the website and social media, and a visual identity for the new AI tool that integrates into the brand and is built to last.

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2
Project Name
GADID ANONIEM x PUMA  “Surreal  Memory Loop”Fashion label Gadid Anoniem, in collaboration with PUMA, released a new experimental sneaker — MOSTRO. A revival of a 1990s icon.

Concept: “MOSTRO: Memory Trace”

The film explores the idea that life is not a continuous narrative — it is a series of fragmented memory traces, like a digital dice roll, where every moment becomes a visual echo. These fragments intertwine, collide, repeat, and disappear — just like the spiked sole pattern of the PUMA Mostro x Gadid Anoniem, which becomes a metaphor for the marks we leave in every moment of time.











Runway Awards 2026
Best Fashion Film with GADID ANONIEM x PUMA  
This was our first AI film ever. PUMA's Tokyo department reached out to us after seeing our vision and approach across previous projects — and trusted us to build the campaign from scratch. That trust meant everything.

The film went on to win the Runway Awards in the Best Fashion Film category and was screened in New York, Los Angeles, and Tokyo.
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3
Project Name
Runway Big Ad for SOLACEWhen we received the brief for SOLACE sunscreen, the first question wasn't about the product — it was about the idea. How do you show people that without SPF, you disappear under the sun. How do you show disappearance?

That's how the blur technique was born. We decided to blur people — not hide them, but dissolve them into the space around them. The silhouette is still there, but the edges are gone. The person and the environment become one.

We sourced the footage from Google Street View — because it captures moments no one planned: someone crossing the street, a figure standing in a doorway's shadow, a silhouette on a sun-drenched pavement. These frames have a particular quality — they're real, but somehow suspended in time. Perfect for a brand that speaks about being present in the moment.

Runway gave us the tool to turn that raw material into something cinematic. The blur wasn't applied mechanically — we looked for frames where movement already existed, where light was already doing the work. Runway amplified what was already there.










Every project teaches us something new — and gives us the space to push our own ideas further. With each film, the visuals become sharper, more cinematic, more real. Our background in video production, advertising, art direction, and design means we don't just create — we understand how assets are delivered, what brands actually need, and how to make it work beyond the screen.


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Approach Idea → World → Film

We start with an idea, not a production pipeline.
Then we build the world around it — characters, environments, visual language and atmosphere.

AI, film, design, 3D, VFX — whatever technology the idea needs.

Average time from idea to final film: 30 days.
Award
Runway AI Film Festival
Grand Prix — Fashion Film

MOSTRO: Memory Trace
PUMA Japan × Gadid Anoniem

New York / Los Angeles / Tokyo / 
2026


Studio EXTRALUX
Independent creative studio based in 
Barcelona, Spain

Core team of 3
Creative direction / Art direction / Production

Working worldwide


Contactcontact@theodoraextra.com
luci.demos@gmail.com
34 647 958 298




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carrer Zamora 85, Theodora Extra
08018
Barcelona
Spain





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