What Does the Future of “Critterz” Signal for Scaling Storytelling with AI?

When creative technologist and veteran brand storyteller Nik Kleverov showcased the short version of “Critterz” alongside his agency Native Foreign at BrandStorytelling’s Elevate retreat in 2023, few might have anticipated the next chapter: a full-length feature film collaboration with OpenAI and Vertigo Films. The announcement made headlines, sparking a new wave of discussion in the ongoing conversation around the intersection of creativity and AI.

Native Foreign is no stranger to media attention regarding innovative uses of AI tools to support creative execution. Its previous projects for Toys “R” Us and Virgin Voyages have already garnered significant attention within and beyond the brand storytelling world. By leveraging early access to OpenAI tools—both in the brand space and now in feature filmmaking—Native Foreign has established itself as a leader in using AI to achieve scalable, engaging storytelling.

Kleverov’s work for brands and his appearances on BrandStorytelling panels reflect a core philosophy: generative AI tools are not merely valuable as secondary support, nor are they meant to fully replace the human element essential for creating authentic and effective art. Instead, he argues, these tools are being integrated into production pipelines in ways that reduce budgets, accelerate timelines, and ultimately deliver human-driven creative products with greater efficiency. For brands, this could reshape how storytelling aligns with internal timelines and strategy, potentially making them more open to producing story-driven content of any scale.

We recently caught up with Kleverov to get his perspective on scaling “Critterz” and its implications for the future of AI in storytelling, both in entertainment and branded content:

 You’ve expanded “Critterz” from a short into a feature-length film with OpenAI. How does it feel to be scaling this story to a new level?

Nik Kleverov: It’s pretty wild. What started as a playful experiment with AI tools has evolved into a full-fledged feature film—who would’ve thought? We’re now pushing the boundaries of what’s possible in filmmaking, and it’s thrilling to see our ideas come to life on such a grand scale, partly thanks to the new tools available to us as creatives.

 What does this expansion signal about the creative potential of AI in feature-length storytelling, beyond shorts and experiments?

Nik Kleverov: This expansion shows that AI isn’t just a tool for quick prototypes or short-form content—it has the potential to become a cornerstone of feature filmmaking. By leveraging OpenAI’s advanced tools, we’ve been able to streamline production, reduce costs, and maintain creative integrity. “Critterz” demonstrates that AI can be a powerful ally in bringing complex stories to life.

 From your perspective, what are the most immediate business implications for brands that want to use AI to bridge marketing content with full-scale entertainment?

Nik Kleverov: Brands have a unique opportunity to engage audiences in new and innovative ways. By integrating AI into their storytelling, they can create immersive narratives that resonate with viewers. We recently applied this approach for Virgin Voyages with “The Mermaids” and discussed it at Elevate this year. This enables more personalized content, faster production times, and the ability to adapt stories in real-time based on audience feedback. It’s a game-changer for brand storytelling.

 Where do you see the biggest opportunities for brands in this space, and where do you see the sharpest risks?

Nik Kleverov: The biggest opportunities lie in creating authentic, engaging narratives that align with a brand’s values. AI enables rapid iteration and customization, helping brands stay relevant and connected with their audience. However, the risks include over-relying on AI without human oversight, which can lead to content that feels inauthentic or disconnected. Striking a balance between technology and the human touch is crucial.

 Looking ahead five years, how do you imagine AI’s role in feature filmmaking and branded entertainment evolving?

Nik Kleverov: In five years, I see AI deeply integrated into every aspect of filmmaking and branded entertainment—from storyboarding and animation to post-production. AI will become an indispensable tool. That said, human creativity will remain central. AI will enhance our capabilities, but the heart of storytelling will always come from human experience and emotion.

 For those who haven’t seen it, where can they watch the original “Critterz” short that started this journey?

Nik Kleverov: The original “Critterz” short is available at critterz.tv. It’s a great starting point to see how AI can be used in creative storytelling. As we continue developing the feature film, we’ll be sharing our progress and insights!