The Magic Eraser tool uses powerful machine learning to help spotlight and remove distracting elements in photos taken on a user’s phone. Rather than focusing on the picture-perfect end results, we decided to flip the expectations of a standard product demo and celebrate all the elements that are erased in the process — and envision what magical world they might end up in.

The result was World of Magic, a short film we created for both social sharing and cinema screenings. We worked with Partizan director Sophia Ray and VFX company Coffee & TV to construct a world that brings to life the magical and the functional, providing the audience with an insight into both the creative possibilities and technical capabilities of the tool.