Crypto exchange FTX debuted this :60 on the Super Bowl from agency dentsuMB. Titled “Don’t Miss Out,” the spot features celeb Larry David, co-creator of Seinfeld and creator of Curb Your Enthusiasm, in his persona at his curmudgeonly nay-saying skeptical best. We see him dismissing one breakthrough after another through history–from the wheel to the Declaration of Independence, and then finally the viability of cryptocurrency. Clearly, he’s going to once again “miss out” on an opportunity.
Jeff Schaffer, David’s longtime creative partner on Seinfeld and Curb Your Enthusiasm (and creator of The League), directed the spot via production house Partizan.
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Credits
Client FTX Agency dentsuMB Menno Kluin, chief creative officer; Jason Stefanik, executive creative director; Andrew Hunter, creative director; Daniel Freeda, sr. copywriter; Christian Maine De Biran, sr. art director; Brian Gartside, group design director; Sophia del Plato, sr. graphic designer; Luis Valencia, Emily Thomas, graphic designers; Ed Zazzera, EVP, integrated production; Stacy Kay, Carissa Ranelycke, SVPs, integrated production; Andrea Rastogi, executive producer, integrated; Adrienne Darnell, sr. producer, integrated production; Jerry Krenach, SVP, global music production; Stephen Stallings, sr. music producer; Kaylyn Keane, music licensing producer; Jamie Shuttleworth, chief strategy officer; Ana Conroy, SVP, integrated strategy; Kathryn Saulitis, sr. strategist. Cultural Fluency Committee Kai Deveraux Lawson, SVP, diversity, equity & inclusion; Ross Patton, producer, integrate dproduction; Matias Martty, executive creative director. Production Company Partizan Jeff Schaffer, director; Lisa Tauscher, managing director/exec producer; Mike Lobikis, exec producer/head of sales; Raffi Adlan, producer; Ani Mikirdichian, head of production; Darren Lew, DP; Jeffrey Beecroft, production designer; Christina Mongini, costume designer; Yumi Mizui, Japanese translator. Editorial Mackcut Ian Mackenzie, editor; Cooper McLane, assistant editor; Gina Pagano, exec producer. Audio Heard City Keith Reynaud, mixer; Liana Rosenberg, sr. producer. Color Company 3 Kath Raisch, colorist; Cassidy Conway, producer. VFX Method Bennett Lieber, exec producer; Kristin Engdahl, supervising VFX producer; Olivia Vitagliano, VFX coordinator; Warren Paleos, Rob Walker, creative directors; Jesse Bradstreet, on-set VFX supervisor; Alex Cheparev, sr CG supervisor; Kyle Andal, Gerard Andal, compositing supervisors; Chihcheng Peng, lead Flame artist; Adam Rosenzweig, Orges Kokoshari, modelers; Cecilia Nguyen, 3D animator; Alejandro Echeverry, FX artist; Daniel Bayona, Celeste Caliri, digital matte painter; Claire Yawen Chang, Da Kim, lighters; Jeric Pimentel, compositing lead; Rodrigo DeLaParra, compositor; Andrew Paulus, designer; Michael DeCaprio, VFX artist. (Toolbox: Maya, Houdini, Mari, Nuke, Flame) Music JSM Joel Simon, CEO/CCO/composer; Jeff Fiorello, VP/exec producer; Seamus Kilmartin, composer; Norm Felker, Andrew Manning, sr. producers; Sharon Cha, producer. Graphics DIA
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
