ChatGPT and Midjourney helped make this unhinged musical for a genealogy startup
A.I. worked on everything from the narrative to the imagery, delivering the campaign at a fraction of the cost
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A new longform spot for a family history startup was created with a big assist from artificial intelligence. And while it certainly won't quiet critics who say the creative work made by programs like ChatGPT and Midjourney is just too random, the client and agency both point to the cost savings as key to getting anything of this scale made at all on their budget.
Portland, Oregon, agency 2Player developed the campaign for Storied, a genealogy platform. Humans wrote the initial script. Then, ChatGPT extended the narrative into dozens of fully written family stories, which were used to craft the tales in the ad, while Midjourney generated archival photos and family history records. Storied also partnered with production company Droptree on the campaign.
“AI developed all the references we used to determine the wardrobe, as well as set direction,” said 2Player creative director Brad Hall. “Essentially we trained the AI by describing the story and film direction, and it gave us back the props, wardrobe and style frames we used to build the look of the film. In all, over 500 images style frames were created to guide the process."
Brandon Camp, Storied CMO, said the company was pleased with the results—over three minutes of content brought to life in a fraction of the time and budget than is typically required. “Revolutionary new tools like AI and the Unreal Engine have enabled 2Player to create an ad with production value unthinkable with their budgets years ago,” said Camp.
“We expect AI to continue to grow within our process like the growth of an extra brain—we’ll all end up looking like Mars Attacks creatures before long, and be happy about it,” Hall added.
Check out some shorter content from the campaign below.
Ever since OpenAI launched ChatGPT in November, several brands have already started to think about how they will use the technology in marketing. Mint Mobile released a video last week starring part-owner Ryan Reynolds, about the brand using the new tech.
