# Itay Shay

> Itay Shay is an AI filmmaker and commercial director. He directs and produces cinematic brand commercials and campaigns entirely with AI - concept, image generation, motion, sound design, edit and grade - as a one-person studio working with major global brands.

## At a glance

- Role: AI filmmaker, commercial director, AI video creator
- Makes: brand commercials, multi-video campaigns, spec and concept activations, short-form social content
- Track record: a brand commercial that aired on broadcast television; brand commercials for major global brands; Semi-Finalist at SIGGRAPH Asia 2026 - AI Film Frontiers for "Feed the Sea"; Honorable Mention at The Dor Awards (AI Short Film) for "Childhood"
- Audience: 450M+ views and close to a million followers across TikTok and Instagram (@itay_shay_)
- Known for: viral AI films of beloved animated characters found asleep, covered in dust, in abandoned places - a format with 400M+ views
- Works with brands worldwide; every project is scoped and quoted individually

## Selected work

- [The Frame](https://www.youtube.com/watch?v=sUMu03D6hUI) - broadcast TV commercial, client: Samsung
- [World Cup 2026](https://www.youtube.com/watch?v=DG1grMao1R4) - brand commercial, client: Samsung
- [Ben Zini](https://www.youtube.com/watch?v=2MZx9jZmvQg) - brand campaign, client: Ben Zini
- [The Art Thief](https://www.youtube.com/watch?v=GDU0fQVR6xo) - brand commercial, client: Samsung
- [Samsung App](https://www.youtube.com/watch?v=uGaBF-eMc68) - brand commercial, client: Samsung
- [Penguin Documentary](https://www.youtube.com/watch?v=CPSQLq_wzvs) - original documentary short
- [Feed the Sea](https://www.youtube.com/watch?v=rqXKN3h959M) - original short film, a one-person production start to finish, Semi-Finalist at SIGGRAPH Asia 2026 - AI Film Frontiers
- [The Last Drop](https://www.youtube.com/watch?v=jJJe-_XUIns) - original short film
- [Childhood](https://www.youtube.com/watch?v=56jeSAOTBPk) - AI short film, Honorable Mention at The Dor Awards

## How he works

One director, one AI-native pipeline, from brief to final cut: creative direction (brief, concept, brand alignment), image generation (frame design, style), motion (cinematography), sound design (score, foley), editorial finish (cut, grade, master). No 3D rigs, no physical sets.

## FAQ

**Who is Itay Shay?**
An AI filmmaker and commercial director who makes cinematic brand commercials entirely with AI, end to end, by himself.

**Can I hire Itay Shay to make a commercial for my brand?**
Yes. He takes on brand commercials, campaigns, spec and concept activations, and short-form social content for select projects. Send a brief through the contact form at https://www.itayshay.com/#contact or email itayshaydesigns@gmail.com.

**Has Itay Shay made work that aired on TV?**
Yes. His commercial "The Frame" aired on broadcast television.

## In the news

Itay Shay was interviewed on national TV news about his viral nostalgic AI films. The reports, with English subtitles and full transcripts, are on https://www.itayshay.com/#about

- Channel 13 News: "My goal right now is to show that the advertising world is going to change. It's happening. It's already here. And from here on, whoever doesn't get on the train will simply be left behind."
- Kan 11: "The goal was never to go viral. The goal was to show my work." And: "Today I can dream much bigger. I can create far better work thanks to AI. There's no doubt it still needs a human hand, and it still needs a human eye."
- i24NEWS: "The views aren't the point. I'm happy I manage to pass the feeling I want to convey on to so many people."
- Channel 13: "People tell me I took them back to their childhood."
- mako interview: https://www.mako.co.il/nexter-news/Article-a65e490edf36b91026.htm

## Links

- Website and full portfolio: https://www.itayshay.com/
- AI commercials for brands (services, how it works): https://www.itayshay.com/ai-commercials.html
- In Hebrew (סרטוני AI ופרסומות AI למותגים): https://www.itayshay.com/he.html
- Instagram: https://www.instagram.com/itay_shay_/
- TikTok: https://www.tiktok.com/@itay_shay_
- YouTube: https://www.youtube.com/@itay_shay_ai
- LinkedIn: https://www.linkedin.com/in/itayshay/
- FilmFreeway: https://filmfreeway.com/ItayShay
- Contact: https://www.itayshay.com/#contact