Summer, sunshine, high-gloss advertising – at least for a few seconds. The Lidl commercials open like a big-budget campaign: beach, sun lounger, perfect holiday setting. Then things start disappearing. Element by element. Until only what really matters is left: the ice cream. At a low price. For the hybrid AI video production, we took care of the music production, creating a laid-back, reggae-inspired track that first plays along with the holiday idyll – then follows its gradual dismantling on the sonic level. Sound Design and SFX punctuate every cut and give each disappearing element its own moment. The soundtrack does exactly what the film does: first gloss, then reduction. Until only the essentials remain.