Havas launches POP Australia AI-powered production arm

Havas has launched POP Australia, marking the first origination Centre of Excellence in the Asia-Pacific region for its Prose on Pixels (POP) network. The new operation is designed to combine traditional production crafts—such as filming, editing, animation, and VFX—with AI-powered global technology.

Key technological components include Havas’ proprietary generative AI, Vermeer.ai, and the AI-enabled approach known as Converged. AI. The initiative aims to help brands scale creative work across different markets and audiences without increasing production complexity or sacrificing the integrity of original ideas due to budget and time constraints.

Raoni Lima has been appointed as the Head of Creative Technology for the new arm. Matt Hearn, Managing Partner of POP Australia, stated that the business was built to prevent ambitious creative ideas from being scaled back or made safe due to financial limitations.