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A Panda Ponders the AI Production Pipeline

Posted on Sunday, February 1, 2026

If you’re feeling conflicted about AI in commercial production, have a look at this mini-doc/BTS from director Brent Bonacorso. It details how generative tools factored into the pipeline of his recent Cathay Pacific “Big & Small” spot.

Brent Bonacorso: “This film was created for the Spikes Asia 2026 event in Singapore; they’re showcasing the Cathay Pacific spot I created for Leo Burnett Hong Kong, and wanted me to answer a few follow-up questions.

“They expected something recorded but as I had the flu at the time, filming myself was out of the question. So the obvious solution was to respond with a talking panda.

“I think it resonates as a quick two-minute primer on the flow of AI filmmaking (something a lot of agencies/clients are completely in the dark on), and it also speaks to the philosophical side of generative AI.”

“It started out as a joke between me and Chris Vulpi of Agent EP, the producer of the original spot. But then late one night I made a test just for fun, and the results were so damn engaging I felt an obligation to finish the thing. The Spikes Asia team liked the result so much they made it the opening video of the event.

“The piece has also received a huge amount of positive feedback online from producers, other filmmakers, agencies. I think it resonates as a quick two-minute primer on the flow of AI filmmaking (something a lot of agencies/clients are completely in the dark on), and it also speaks to the philosophical side of generative AI.

“Filmmaking is storytelling, whatever tools are used. The goal is to tell an engaging story, to stir emotions. With the Cathay Pacific ‘Big & Small’ film, and even with this little mini-doc, I hope I’ve achieved that.”