Creative and AI
Category
Agency
Cutwater
I’ve learned to embrace AI and its capabilities and have encouraged my creative team to do the same. It’s become especially valuable in visually showing the potential of an idea to help sell it through.
We’ll jump from Adobe Firefly to Runway to Nano Banana to ChatGPT to get just the right output, whether it’s for new business pitch comps, storyboard keyframes, organic channel creative content, and presentation swipe.
I’ve also realized that it’s not just the power of the prompt, but the ability to then drag them into Photoshop to refine the AI output, or string clips together in Premiere, that has really made it a game changer.
AI VIDEO
This new business pitch video used 100% AI.
To achieve a seamless transition and the continual motion through different scenes, I determined the best ‘out’ point of each clip, and used that as the starting point for the next AI generated video. We then strung them all together, dropped it against the powerful VO, and found ourselves with a pretty good video to try and sell the concept through.
Brand name removed for confidentiality.
SIZZLE VIDEO
This example uses a mix of stock footage along with AI. The AI generated clips allowed us to frame the video with our idea, “unlock” and in the way we wanted to, versus being limited to found footage.
The first clip going through the keyhole, the unicorns through SF, and the lights shining through the keyhole, are the AI generated clips. Brand name removed for confidentiality.
PROOF OF CONCEPT
For the Sweet Loren’s new business pitch, I uploaded the individual baked products, with the photography style I wanted of the person, to bring to life our concept. Having the product at the right angle and the talent with the right amount of mess on his face would have been a time suck to photoshop back in the day.
I was also able to do a time lapse of of their products in AI to show that warm, fresh-baked feeling. We won the business. See the final campaign work here.
ADDITIONAL EXAMPLES
The generations are endless. Brand names removed intentionally.
