Better Together: AI, Two Genres, One Production

Sep 1

Don’t tell our agency clients (who we love), but sometimes we work direct-to-brand too.

There’s a lot of freedom when it’s just you, the marketing manager, and a writer on the phone pitching ideas. “Here’s the concept. Savings so big that you need a pickup truck just to haul your giant wallet around. And imagine a woman's wallet with rhinestones the size of frisbees.” (They didn’t go for that one, but I still think it’s a winner!)

In a single meeting the marketing manager could shoot down an idea and pivot to the next round of concepts in real time. That type of instant feedback leaves more room for trying new things.

The marketing manager of Twin Lakes was extremely comfortable with comedy, it’s a genre they’ve had great success with. The stretch for the brand was trying out creative that was more heart-felt.

Bundling Twin Lakes internet with Trilight Mobile will save you so much money that you'll need Tennessee's biggest wallet.

AI Ups & Downs

We could also push the boundaries on technique. The creative called for the word “free” to appear everywhere online. No more chroma green with the talent pretending to interact with a screen. We used Claude to build a fake app for the device interactions. It gave the client a ton of confidence on set that we were getting the interaction right.

With AI visuals some things work, and some things don’t. We also tried it for a map bit but AI turned a Find My Friends moment into a scene where our lovable son appeared to be a cat burglar, going through all the neighbors’ houses on his way home.

Two Productions in One

We filmed two different genres of creative in one project. We got to try new techniques that we can use in our next agency production, and the client got to maximize their budget by bundling two productions into one.