Creative Turning Point: Taxfix Uses AI Videos with Veo 3 in “Everything but Taxes” Campaign

Berlin, July 9, 2025 – Taxfix, Germany’s leading tax platform, is opening a new chapter in digital marketing with its latest campaign, “Everything but Taxes”: For the first time, the company is relying not only on traditionally produced commercials but also on fully AI-generated videos created with Google's newest generative video technology, Veo 3—a first in the German advertising landscape.

“Everything but Taxes” is Taxfix’s first fully self-developed brand campaign, supported by Berlin-based production company Astronaut. Running across YouTube, Connected TV, TikTok, podcasts, social media, and more, the campaign positions Taxfix as a holistic tax solution—and humorously illustrates the lengths people will go to avoid doing their taxes. It’s a creative interpretation of the core insight: “You’ll do literally anything—except your taxes.”

The campaign is complemented by a custom browser game on taxfix.de , designed to playfully engage users and activate them during moments of inactivity. And in July, campaign character Leon takes over Taxfix’s entire social media presence, with an entertaining narrative arc: Will he actually manage to do his taxes in the end?

Innovation Meets Creation: The Use of Veo 2 and Veo 3

In addition to the traditionally filmed spots, extra video assets were produced using Google's generative AI tools Veo 2 and Veo 3—the latter only made available last week via Gemini in Germany. Taxfix is among the first brands globally to use Veo 3 commercially. The tool enables the creation of videos complete with original sound design for the first time—from environmental sounds like water splashes to full dialogues between characters.

“The biggest challenge was embracing an unconventional production pipeline,” says Nishant John, Creative Director at Taxfix. “Unlike classic ad shoots, AI video production requires an agile mindset. We could plan scripts and scenes in advance, but Veo 3 often surprised us with unexpected interpretations of the prompts, injecting a kind of creative momentum. It can feel magical—if you’re willing to go with it.”

From first concept to finished video, each Veo 3 production took just two days. Costs were also a fraction of traditional production budgets.

“With tools like Veo 3, we're seeing a true shift—and it was immediately clear to us, as an AI-first company, that we wanted to lead the way,” says Alexander Beresford, CMO at Taxfix. “We were not only able to produce faster and more cost-efficiently, but we could also localize more easily and try out completely wild ideas. We’re currently testing the performance of the AI videos—and so far, we can say: People like them.”

“Veo 2 and Veo 3 open up entirely new possibilities for creatives to bring ideas to life—and even redefine what’s conceivable,” adds Henry Bose, Creative Lead at Google Germany. “Not only is the output quality remarkable, but the shift in the creative process is equally exciting. It’s fascinating to see how Taxfix integrates generative AI—especially Veo and Gemini—into its value chain while rethinking internal workflows and roles.”

Looking ahead, Taxfix plans to further explore the possibilities of generative AI and experiment in the creative space—from dynamic personalization to entirely new content formats. The company sees enormous potential in combining creativity and technology to communicate faster and more precisely in the future.