Secret Level is at the forefront of AI-generated advertising

Secret Level had been in business for less than two years when, this past November, it shook the advertising world to its core. The AI studio was part of the creative team behind Coca-Cola’s AI-generated holiday campaign, a slew of TV ads that garnered billions of impressions and incited both highly positive and extremely negative reactions from fellow marketers. See all of Ad Age’s 2025 Agency A-List winners here The campaign worked—Coca-Cola is only leaning more heavily into AI-themed advertising, and Secret Level received substantial interest from prospective clients thanks to its contribution, founder Jason Zada previously told Ad Age. Still, the young studio, which specializes in marrying generative AI with storytelling, is far from a one-hit wonder. Last year, Secret Level created a powerful ad for non-profit Girls, Inc., that showed how even small actions can help young girls fulfill the potential from which they may otherwise be inhibited. The spot was 75% AI-generated. Secret Level has also created AI-powered advertising for Washington Lottery, the Black Eyed Peas and Intel. It also created an entertaining 90-minute AI-generate yule log video this past holiday. The studio’s roster includes five full-time team members, as well as a host of directors with experience in Hollywood, gaming and advertising. See all of Ad Age’s 2025 Agency A-List winners here

Secret Level is at the forefront of AI-generated advertising

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