To create the piece of work, the agency prompted a platform called OpenAI’s GPT-3 into thinking it was a creative director that specializes in Christmas ads and got it to generate various scripts. One of the final scripts was fed into text-to-image generators such as Midjourney and DALL-E 2 to create storyboards. Midjourney produced results with the best visuals and DALL-E 2 was used to edit and refine images, according to Rehab. Then the agency used AI voice narration tool Replica Studios to create a more “human” tone for the ad’s narration. A platform called Soundraw created the music.
Kerry Wilson, managing director at Rehab, says there isn’t a single “AI silver bullet” for making ads currently, but the tools did accelerate the typical process of making an ad.
“In making the ad there was still a fair amount of human input required, mainly in refining the visuals which were generated from the script. But this process was still much quicker than if a human illustrator was briefed to bring the storyline to life by hand,” Wilson said in a statement. “With Google and Meta both reportedly working on text-to-video AI software, it’s possible that there could be even fewer rungs to the process in the future.”
WPP invests in Atlanta campus
WPP is bringing its Atlanta-based agencies together on one large campus in the historic Old Fourth Ward neighborhood. The mixed-use development will house 10 agencies including AKQA, BCW, EssenceMediacom, GCI Health, GroupM, GTB, Mindshare, Verticurl, VMLY&R and Wunderman Thompson.
The office, leased from real estate development firm New City, puts WPP agencies next to many of its clients—particularly Coca-Cola—and Atlanta’s growing technology scene. The campus features a 39,000-square-foot conference center, dozens of shops and restaurants and access to the BeltLine. It “fosters the type of creative environment that will inspire our people, clients and partners alike,” Michael Houston, president of WPP in the U.S., said in a statement.
Santa’s 'Knotty list'
Women-owned agency Fancy has created a sassy holiday campaign that encourages people to get on Santa’s “knotty” list. Made for client Lion’s Den, an online adult retailer with a mission to offer sex-positive experiences, the “Gettin Knotty” spot asks the viewer “This holiday, why be nice, when you can be knotty?” and features a man and woman blindfolded or tied up using the Japanese art of rope bondage called Shibari.