How Nexus Studios is using AI and XR for good

At a time when the industry is still deciding how to best incorporate AI, Nexus Studios has focused on how to use it to be emotionally positive and purpose-driven. See all of Ad Age’s 2025 Agency A-List winners here One instance of this was the “Adoptable” campaign for Pedigree in partnership with Colenso BBDO. The goal was to find homes for shelter dogs. Nexus Studios trained AI models to turn amateur dog photos captured by busy shelter workers into brand-style portraits to be placed in local digital and outdoor ads, each showing a QR code about the dog. Shelter visitors increased sixfold, and Pedigree won an Outdoor Cannes Lions Grand Prix for the project. In the XR space, Nexus created a Headspace activation on Meta Quest, helping users navigate their moods and learn techniques to find calm. It also made an XR tai chi activation for Apple Vision Pro for NBC Universal and DreamWorks’ “Kung Fu Panda.” Nexus also partnered with brands such UFC, Puma, Mercedes and Formula 1 on executions for the Las Vegas Sphere; delivered a stunning animated Paris Olympics spot for the BBC, directed by Fx Goby; and crafted pigeons with 3D animation for Progressive Insurance, directed by Conor Finnegan. The company also added directors Shane Griffin, Hannah Lau-Walker and Ian Bradley and expanded its executive team with lead EP Anthony Austin (U.K.) and immersive EP Kristin Glushon (U.S.). See all of Ad Age’s 2025 Agency A-List winners here

How Nexus Studios is using AI and XR for good

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