How a Brand Used AI to Previz Their Story

In the 1970s George Lucas was trying to sell his idea for a science fiction movie for kids called "The Adventures of Luke Starkiller". He used every tool available to him at the time to help sell his ideas to the studios. He had concept art created for him by the legendary Ralph McQuarrie. He made custom white stormtrooper armor and paid actors to wear it and accompany him to pitches. He even took old World War Two fighter plane battle footage and cut it together to help convey the energy and excitement he was looking to bring to his movie.

And eventually it worked- he got his movie deal. Although he did end up changing the title to "Star Wars". When you tell stories for a living you need to use all the tools you have to explain and excite the people with the power to greenlight your dream.

The Problem

Such was the case for us in December. The client, a climate change organization, had a fantastic campaign idea. And they'd tried to use stock media to help sell it to their board, but the decision makers needed more. A lot more. So the client called us.

What we'd do in the past when the client needed previz and didn't have the time or money to bring in concept artists was we'd do like every ad agency has been doing for decades: we'd scour the Internet for similar enough images to communicate our creative intentions. These would not be final-pixel images. Just inspiration, to get decision-makers onboard.

The problem was, there weren't a lot of great imagery options for this particular vision.

The Solution

So I decided to turn to AI. We'd already done a variety of artificial intelligence projects for ad agencies and brands, from movie posters to brand anthem videos. I knew AI could save us in this situation and give the client images they'd be able to use to sell their idea.

It went extremely well. I won't say the imagery is anything like what an amazing concept artist could create. And yeah, we spent a lot of time painting out the typical AI weirdness. But these weren't intended to be final images. These were inspiration images to convince the board to sign-off on the project.

It worked. The board got onboard, and the client was happy.

Written by Patrick Ortman, CEO of Froth & Fur, one of the best video agencies for brands in the USA. We help you tell your story, by any means necessary. More about that here.