Unleash the Wild

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.