Secret Level is a Los Angeles-based AI-native entertainment studio founded in 2024 by Emmy-winning director Jason Zada, the creator of Take This Lollipop and the cultural phenomenon Elf Yourself. Named to Ad Age's Production Company to Watch for 2025 and featured on their Tech Power List, Secret Level has become one of the most prominent AI studios in Hollywood, delivering work for Coca-Cola, eToro, Intel, and the Black Eyed Peas.Their breakthrough came with Coca-Cola's 2024 "Holidays Are Coming" Christmas commercial, a 90-second spot produced in roughly one month by a team of 20 artists. It became one of the most-discussed AI ads in history and led to a repeat commission for 2025. Their proprietary production platform, Liquid Engine, is scheduled to launch in 2026. Head of Studio Christina Lee Storm brings senior experience from Netflix and DreamWorks Animation and previously chaired the Television Academy's Responsible AI in Production task force.In early 2026, Secret Level launched its Academy, an AI filmmaking education programme designed specifically for the traditional entertainment community, teaching directors, producers, and visual artists how to work with generative AI at a professional level. Zada's philosophy is that when experienced Hollywood creatives move into AI, the quality of work improves dramatically, and the Academy is built to accelerate that transition.