Fi launches the new Fi Ultra Dog Tracker

Fi, the leader in smart pet technology, has launched Fi Ultra, the world's first dog tracker powered by T-Satellite with Starlink, allowing owners to track their dog's location across the US, including in remote areas. To mark the launch, Fi partnered with AI-first creative studio Dolsten & Co. to develop the first-ever photorealistic AI commercial featuring dogs.

While most AI filmmaking invents what isn't there, Fi and Dolsten & Co. used it to do something harder: extend reality. Viewers are transported across some of North America's most uncharted territory: towering, crimson sandstone canyons, jagged, glacier-carved peaks, and mist-shrouded, fog-laced wetlands. Season to season, the film showcases dogs doing what dogs do best: hiking, hunting, and herding across landscapes that feel vast and untamed.

The film closes on Fi Callback, a training system built specifically for Fi Ultra that uses only sound and vibration, never static electric shock, as owners call their off-leash dogs back across those sweeping open landscapes. Towards the end of the spot, viewers will see the tagline “Unleash the Wild,” highlighting that no matter where your dog is, Fi Ultra can help you track them.

As an indie brand, Fi faced a significant challenge: the ambition to produce a premium, cinematic campaign without the budget for traditional on-location filming. This project demanded a unique visual world to match the pioneering nature of Fi Ultra, the first product of its kind. By partnering with the AI-first studio Dolsten & Co., Fi was able to bypass physical production constraints and achieve high-end filmmaking through innovative AI artistry. Throughout the process, the team remained steadfast in their commitment to authenticity; the campaign relies entirely on inspiration from real dogs, ensuring that while the technology is groundbreaking, the heart of the storytelling remains deeply grounded in the reality of our pets.

The film's foundation isn't artificial. It's built on real dogs. Dolsten & Co. began by studying actual photography submitted by Fi Pack Members (Fi members and their dogs) and used those canines as the creative and technical bedrock for everything that followed.

Auditions were held to cast AI dogs the way you'd cast actors. From there, custom LoRA models were trained on each animal, with hundreds of iterations produced per dog to lock in consistency across every scene. No detail was too small: fur texture, ocular movement, breed-specific personality, and even the precise biomechanics of how a German Shepherd pushes off the ground versus a Husky mid-stride. The result is AI-generated imagery that carries the behavioural truth of real animals.

Creating animals with AI is one of the hardest problems in generative filmmaking. Unlike static objects, dogs are defined by motion, imperfection, and life. AI generation engines optimise for polish, but authenticity lives in the opposite: the shake of a handheld camera, the texture of a muddy GoPro lens, the irregular physics of a dog mid-jump. Creating dogs with AI presents unique challenges compared to other animals. With such a wide variety of breeds, each with distinct movement patterns, behaviours, and physical traits, like the stark differences between a German Shepherd and a Corgi, there is a scarcity of machine-readable data. While data on other animals is abundant, dogs are underrepresented online, requiring us to generate custom data. Because dog owners are intimately familiar with their pets, they have an incredibly keen eye for detail, making it essential to achieve perfection in every AI-generated image.

Custom prompt frameworks were developed specifically to counteract AI's instinct toward synthetic perfection, specifying physical camera behavior, lens distortion, motion dynamics, and environmental wear. These weren't stylistic choices; they were the hardest technical challenges of the entire production. All sound design was real and breed-specific, ensuring the audio matched the visual integrity.

Production craft was embedded from the start. Storyboards were drawn by hand, not by AI, and generation and editing followed a new waterfall approach, allowing shots to be iterated in real time. The T-Satellite with Starlink seen in the film was reconstructed entirely through prompt engineering: no 3D models, no CAD references, no physical assets, just iterative text descriptions dialling in panel geometry, reflective surface behaviour, solar array articulation, and orbital lighting across hundreds of generations until the result was indistinguishable from hardware photography.

The result is Emmy-caliber filmmaking at an independent brand's budget, and the world's first-ever photorealistic AI commercial.