Dante Ariola of MJZ directed this spot which shows what the world could be like if energy could come from anything, power could be anywhere, and light could seek out darkness. Across the screen appears a message which reads, “Imagination is taking energy to new places,” followed by the GE logo. Agency is BBDO New York.
Credits
Client GE Agency BBDO New York Michae Aimette, executive creative director/copywriter; Eric Goldstein, creative director/art director; Peter McCallum, sr. VP, sr. director; Anthony Nelson, sr. VP, group executive producer. Production MJZ Dante Ariola, director; David Zander, president; Scott Howard, sr. executive prdoucer; Natalie Hill, producer. Editorial Whitehouse Post James Dierx, editor; Lauren Hertzberg, Joni Williamson, exec producers.VFX Method Studios Benjamin Walsh, VFX supervisor; Heather Saunders,VFX producer; Dominik Bauch, compositing supervisor.
The Best Work You May Never See: Writer-Director Steve Fuller’s AI Spec Spot For The Amazon Fire TV Stick
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
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