MILAN, ITALY — Visa introduces V, a new AI-created digital character designed to support people in developing their talents and achieving their ambitions. V represents a practical use of technology to encourage creativity and the expression of one’s potential.
Conceived by Saatchi & Saatchi Italy and produced by BRW, with direction and AI production by Dogma, the project was created in collaboration with Warner Music Italy. It brings together music and sport through a new track by producers Merk & Kremont, performed by emerging singer-songwriter Shorelle.
V was created to help people explore and develop their skills. The project merges music and sport, featuring the new track “Anywhere,” produced by Merk & Kremont and written together with Josh Cumbee, performed by Shorelle. The launch begins on February 6 across major streaming platforms and radio, culminating in a live performance on February 13 in Milan during the Milano Cortina 2026 Winter Olympic and Paralympic Games.
V is an AI-created project, yet deeply human in its meaning: not a virtual influencer or a heroine, but a reflection of the potential that lies within each of us—designed to inspire people to explore new horizons, develop their skills, and turn aspirations into reality. Its debut coincides with the Milano Cortina 2026 Games, a moment when Italy and the world focus on human potential, and aligns with Visa’s mission to enrich the experience of sports fans and help people achieve their dreams, step by step.
The launch includes the original track “Anywhere,” released in collaboration with Atlantic Records Italy, a label of Warner Music Italy and part of the global Warner Music Group network. The single and music video will be available on major streaming platforms and radio from February 6, culminating in a live performance by Merk & Kremont on February 13 in Milan’s Piazza del Cannone. During the performance, the music video will be projected as part of the Live Site program, the official fan zone of the Milano Cortina 2026 Winter Olympic and Paralympic Games.
“AI doesn’t create dreams—people do. As this technology becomes increasingly present in our daily lives, our goal is to use it in ways that truly support people and their ambitions,” says Serena Di Matteo, Head of Marketing Southern Europe at Visa. “With this new project, we want to continue supporting talent through innovation and bring people closer to sport through music. It’s an approach that reflects the Olympic and Paralympic spirit: connecting people, expanding access, and creating opportunities. With V, we turn this vision into concrete support, transforming innovation into real help that allows people to build momentum, step by step.”
“We’re excited to collaborate with Visa to bring the vision of V to life,” adds Pico Cibelli, President of Warner Music Italy. “Music is, by nature, an emotional bridge: while technology underpins the creation of V, it’s the artistic talent of Merk & Kremont that elevates it, transforming it into an experience with deep emotional resonance. The V project shows how the union of artificial intelligence and human creativity can connect with a broad audience.”
Merk & Kremont note that they wrote “Anywhere” with the Winter Olympics in mind, aiming to capture the shared adrenaline of athletes in competition. They also incorporated Italian lyrics to reflect the event’s host country and a sense of national pride.
From a technical standpoint, the music video posed a significant challenge: three minutes of visual storytelling with a consistent character, environments, and costumes throughout. According to Manuel Musilli, Executive Creative Director at Saatchi & Saatchi Italy, producing long-form AI video content with this level of continuity requires a complex workflow.
Credits:
Integrated Model: Publicis Groupe Italy – The Power Of One
Creative Agency: Saatchi & Saatchi Italy
Social Media Agency: Bcube Italy
Media Agency: Starcom Italy
Production House: BRW
Direction & AI Production: Dogma
