KIDS IMAGINE THE FUTURE. WE USE AI TO MAKE IT
CHALLENGE
This was our own campaign: we wanted to investigate - and then showcase - the potential of the current crop of Gen AI video applications, and road-test the workflow we’ve built to make them reliable enough to use on real briefs. It was also an excuse to build our collaboration with our partners Morning Star AI.
CREATIVE
Straight away, we thought of the one big group of people whose imaginations could really stretch the capabilities of Gen AI, and who will embrace it to realise its full potential as they enter their own working lives.
Kids, of course. So we gathered a group of them and asked them to imagine the future - then brought their visions to life. Without a Ridley Scott production budget.
PRODUCTION
We’re not going to lie, this was a lot of fun. But it also allowed us to explore a question that we think is crucial in video production right now.
AI looks like a magic button, but it isn’t yet - maybe it won’t ever be. It’s like a pull on a cosmic slot machine: we can’t predict exactly what it will give us. That means we have to work hard to integrate it into a usable commercial workflow, and rely on it for continuity and brand consistency.
The latter part of the film shows this - as the kids see the ideas the AI presents, choose between them, and watch us edit them into usable footage. Their commentary is interesting, too: predicting that AI will be a tool to help us think and imagine, not something to do the thinking and imagination for us. We reckon they’ve got it spot on.
We also think this video is a good showcase of what’s already possible: most of all, a real sense of wonder, now much easier to reach within a reasonable production budget.
RESULTS
‘I think people will use AI for ideas, but AI and humans think differently, and I think humans will still be trying to come up with different ways to do different things for themselves’ - Lara