━ AI-image & video prompting | Storytelling | Creative Idea
The first big brands are already using AI to produce adverts, sometimes with very mixed results. But of course we are always keen to find out what is currently possible with the latest technology.
The aim of this internal project was to see if the state-of-the-art tools were ready for a major client project: would we be able to produce a high-end commercial for a leading brand in a matter of weeks using artificial intelligence?
We jumped at the challenge and started by developing the storyline and dramaturgy for the ad: A woman becomes a more radiant and confident version of herself through a symbolic immersion in the world of fragrance.
For the set, we chose a brutalist interior, complemented by soft fabric panels for maximum material contrast. All this combined with lots of water and high contrast black and white, with the protagonist and the bottle as the only colour elements.
Once the look and storyboard were defined, the experimental part of the project began. Using various generative AI tools for still and moving images, we gradually created the raw material for each shot. At this point, our prompt whisperers had to take over not only the camera and lighting, but also the complete direction of our virtual actress.
In the end, as with the traditional process, much of the work was done in post. Retouching, matte painting, colour grading, editing and sound design – with the expertise of our team of experienced artists, we were able to take the film to the next level.
Conclusion: Of course we are not satisfied with the result – but as artists, have we ever been? There is still a lot of work to be done and the big question of continuity will undoubtedly remain for a while. Nevertheless, we are excited by the possibilities that alternative production methods offer for creative storytelling, branding and content creation.
Until recently, a film like this would only have been an option for very few brands with huge budgets – today, anything is possible for everyone: Let’s get started!
