D&AD’s 2026 AI & Creativity Report: Human Judgement Remains the Creative Advantage
August 18, 2026
Clarify the complex with style and efficiency. That is the underlying brief of almost all product films, and this latest work from the crew at Wix’s in-house Motion Studio manages the product/brand/narrative balancing act perfectly.
Elior Karmani, motion design lead at Wix Motion Studio: Symphony is a new product from Wix for small businesses, built around a team of AI agents that work together to help run and grow the business, with Maestro, the main agent, coordinating at the center of the experience.
As the launch film for a completely new product and brand, the challenge was not only to introduce Symphony clearly, but also to define how this new experience should look and feel.
“The goal was to create a film where product, brand and storytelling feel like one connected experience, with the technology deeply embedded in the life of the business while the human ambition behind it always stays visible.”
We chose to tell the story through three very different small businesses, giving the product a real and recognizable world to live in. Each story reveals a different side of Symphony, but the focus stays on moments of progress rather than on individual features or tasks.
A big part of the idea was to make the agents feel active without turning AI itself into the visual hero. Symphony is always present, working in the background and helping move things forward, while the businesses and the people behind them remain at the center of the film.
The brand, the product and the film were all being developed in parallel, so a big part of the process was finding a coherent language that could connect the product experience with the broader brand identity.
Ultimately, the goal was to create a film where product, brand and storytelling feel like one connected experience, with the technology deeply embedded in the life of the business while the human ambition behind it always stays visible.
Client: Wix
Production: Wix Motion Studio
Head of brand: Eyal Sebbag
Team lead: Alex Kizin
Design lead: Elior Karmani
Designer: Aviv Katz, Mary Patan, Neta Elbaz, Guy Nittenberg, Elior Karmani
Animation Lead: Moriel Hoffman
Animator: Yoram Allouch, Orel Levy, Arseny Garevskikh, Alon Sivan, Moriel Hoffman
Imagery/post: Elad Naim
Editor: Guy Landschaft
Producer: Orian Chai
Script/content: Tammy Fellus
Additional animation: Yellowfellow.tv
Team: Guy Trefler, Danielle Biran Angel
Music/sound design: Tal Avital
