Fi, a company specialized in pet technology, has launched Fi Ultra, a dog tracker that works with T-Satellite and Starlink and allows you to track the location of animals in the United States, even in remote areas without traditional mobile coverage. To communicate this, the brand has built its campaign around a paradox: the same places where the device promises to work are those where a film crew could hardly follow a dog in the wild.

The campaign, titled “Unleash the Wild,” was created by studio Dolsten & Co. and uses photorealistic artificial intelligence to recreate canyons, mountains, wetlands and other open landscapes in North America. They show different dogs running, tracking, herding or exploring wild environments, while the piece presents the product’s ability to accompany them outside of conventional mobile networks.

“Fi Ultra brings reliable location tracking to places outside of traditional mobile networks, something that has never been done before in pet technology”said Simon Dolsten, Founder and Head of AI at Dolsten & Co. “Because Fi Ultra allows dogs to explore remote locations, the spot couldn’t be limited to locations we could physically shoot. We needed cameras capable of following a dog in places no equipment could access.”

The main difficulty was not only in creating the landscapes, but in making the dogs believable for a particularly demanding audience: their own owners. To do this, Dolsten & Co. started from real photographs sent by members of the Fi community and trained specific LoRA models for each animal.
The process included hundreds of iterations to keep each dog consistent from scene to scene. The team also worked on the biomechanics of each breed, from the way a German shepherd propels its body when running to the movement of a husky in mid-stride.

Additionally, the study consulted with animal behavior specialists to review the result. The intention was to avoid one of the main weaknesses of many AI-generated pieces: the feeling of artifice in movement, especially evident when the viewer knows well what they are seeing.
“All the AI ​​ads I’ve seen try to show that the technology works.”commented Dolsten. “But dog owners know exactly how their animal moves, how it jumps and how its head turns. We couldn’t fake that, so we uploaded hundreds of dog images and worked with animal behavior experts to make sure each dog shown was as accurate as possible to its breed.”

The creative maintains that the result is “the first photorealistic ad with AI in advertising”, a claim that the campaign presents as part of its innovation story. Beyond this formulation, the case stands out for linking the use of artificial intelligence to a specific production limitation and not only to an aesthetic search or cost reduction.

Cinematic scale for an independent brand

Fi proposes Fi Ultra as its most ambitious launch to date. Ryan Adair, Head of Brand of the company, has defined the product as “the world’s first dog tracker powered by T-Satellite with Starlink” and he has indicated that he needed a campaign at the height of that singularity. “Fi Ultra is our biggest bet so far. It is one of a kind, so it needed a world to suit it”Adair explained. “Unleash the Wild” captures the instinct of running free, with a safe way to return home.”

The brand manager acknowledges that, as an independent company, Fi did not have the necessary budget to film in locations of that scale, but it did need the campaign to have an epic dimension. AI made it possible to build this visual breadth without giving up, according to the brand, a real basis: all the dogs were modeled after animals from the Fi community and their behaviors were reviewed by experts.

The campaign culminates by showing Fi Callback, a training function integrated into Fi Ultra that allows the dog to be called by sound and vibration, without using electric shocks.