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On 16 May, during one the of the commercial breaks of popular RTL Deutschland format Let's Dance, the dance floor transitioned into a mystical dragon arena. This innovative project, titled 'Stagemorph,' aimed to promote the live-action adaptation of the popular animated film How to Train Your Dragon, set to arrive to cinemas on 12 June. The advertising spot represented the first-ever use of generative AI in a special advertising format, marking a significant milestone for Ad Alliance in Germany and Universal Pictures International Germany.
Lars-Eric Mann, Chief Marketing Officer of Ad Alliance, says: "This premiere demonstrates how AI can be used as a creative tool to create new spaces for brands. Cost-effective yet high-quality, individual yet scalable. Here, technology, storytelling and format aesthetics come together perfectly. This creates innovative TV moments and sets a higherstandard for future special advertising formats."
Katja Uhrig, Senior Marketing Manager at Universal Pictures International Germany, adds: "We didn't just want to advertise, we aimed to impressively stage the high-quality live-action adaptation of the popular franchise in advance and create attention. We were excited by the solution from Ad Alliance to use an AI-created special advertising format for the first time. The result is strong as a dragon: new, surprising and emotional. With this, we are opening a new chapter. The film will still be meticulously created by animators, but we can tell our advertising story in a new way."
The transformation of the Let's Dance studio environment was entirely AI-generated. Instead of traditional set design and special effects, entire stage backdrops were animated with AI, incorporating movement, lighting and thematic spatial design. Key brand elements, such as the animated dragon Toothless, have been produced using classic techniques to ensure brand consistency.
The 'Stagemorph' project shows how generative AI can enhance advertising with creative, cost-effective solutions. The focus remained on context, recognisability and brand fit, with the stage keeping its original function while becoming an immersive meeting space for brand experiences and marketing.
Oliver Fahlbusch
Executive Vice President Communications & Investor Relations, RTL Group
+352 / 24 86 5200
oliver.fahlbusch@rtl.com
Irina Mettner-Isfort
Vice President Media & Investor Relations
+49 221 456 56410
irina.mettner.isfort@rtl.com
RTL is Europe's leading entertainment brand standing for entertainment, independent journalism, inspiration, energy and attitude. With our TV channels, streaming services, radio stations and online platforms in Germany, the Netherlands, France, Hungary and Luxembourg, we reach millions of people across Europe every day. The RTL brand is owned by RTL Group.
About RTL Group
RTL Group is a leading entertainment company across broadcast, streaming, content and digital, with interests in 60 television channels, seven streaming services and 37 radio stations. The Group's families of TV channels are either number one or number two in six European countries, while RTL Group owns or has interests in radio stations in France, Germany, Spain and Luxembourg. RTL Deutschland is the Group's largest business unit and Germany's first cross-media champion, operating across TV, streaming, radio, digital and publishing. RTL Group's streaming services include RTL+ in Germany and Hungary, Videoland in the Netherlands and M6+ in France. Fremantle is one of the world's largest creators, producers and distributors of scripted and unscripted content, and is responsible for more than 11,000 hours of programming per year, alongside an international network of teams operating in 27 countries. The streaming tech company Bedrock, the ad-tech company Smartclip and the social media company We Are Era are also owned by RTL Group. As a market leader, RTL Group strives to foster alliances and partnerships within the European media industry, for example by building a one-stop advertising sales house in Germany with Ad Alliance and driving international advertising sales with RTL AdAlliance. Bertelsmann is the majority shareholder of RTL Group, which is listed on the Luxembourg and Frankfurt stock exchanges and in the MDAX stock index.
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RTL Group SA published this content on May 21, 2025, and is solely responsible for the information contained herein. Distributed via Public Technologies (PUBT), unedited and unaltered, on May 21, 2025 at 13:02 UTC.
