Will and Chuck are police officers ready to spring into action when they get called to chase down a couple of suspects. Enthused, they jump into their police car only to have to spend an inordinate amount of time adjusting the vehicle’s settings including the positioning of the driver’s seat, mirrors, etc. As a result, the thrilling pursuit of bad guys never comes to pass.
If only they had a SKODA, the automobile with a built-in “key” feature. The "key" stores driver settings, meaning that in the case of our eager cops, they could have been ready to roll on a moment’s notice.
With a Hollywood cops-and-robbers movie feel, this humorous SKODA spot came out of Paris agency Rosapark, directed by Jean Baptiste Saurel via production house Big.
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Credits
Client SKODA France Agency Rosapark, Paris Jean-Patrick Chiquiar, Gilles Fichteberg, Jean-François Sacco, co-founders; Sacha Lacroix, managing director; Julien Perrard, copywriter; Nicolas Hurez, artistic director; Elodie Jonqauille, head of TV production; Romain Bruneau, consulting director; Maxime Persuy, group leader; Jeanne Neuschwander, head of digital strategy; Clement Bonnet, social media manager; Léo Palti, Julien Thibon, Pierre Bonnet, Athina Perroux, Pierre René Martin, Aike Westra, social media creative team. Production Big Jean Baptiste Saurel, director; Kasia Staniaszek, Pierre Rambaldi, producers; Driss Lumbroso, production manager. Sound Studio Schmooze Postproduction Firm
Steve Fuller wrote, directed and served as artificial intelligence creative lead on this AI spec film for the Amazon Fire TV Stick.
Fuller took on the spec piece not as a tech demo but rather as a storytelling experiment. He was no stranger to AI going into the project, having deployed it for the past couple of years on treatments and as a means to supercharge his design work. Still, the veteran director--who’s enjoyed a longstanding relationship with Jeff Lewis’ The Directors Network--felt the need to learn and experience more when it came to AI. Thus he initiated a spec piece so he could integrate AI even better into his narrative toolbox.
Spurred on by a desire to discover how his directing instincts could translate into the best utilization of AI resources, Fuller came up with a creative concept for a product he was a user and fan of--the Fire TV Stick. What if a treasure trove of iconic characters and worlds were racing towards a huge Fire TV Stick in the middle of a desert, converging there in order to compete for viewer attention? And the climax of the spot has a household about to make the fateful choice for what they’re going to watch from all these varied options and forms of entertainment.
While via AI he was able to amass major celebrity talent and elements of blockbuster entertainment franchises for the Fire TV Stick adventure, that wasn’t the objective for Fuller who explained, “I was not trying to make a short film and suddenly have it star Brad Pitt or Tom Cruise. Instead I wanted to see if I could use AI to make a really big and epic commercial.” The spec project was designed to open up the opportunity to curate imagery, create video sequences--all the while making choices as a director. “I approached it as I... Read More
