Girls Inc. LA’s striking new empowerment ad was 75% AI generated

Created by Secret Level, the spot encourages people to help girls spread their wings

Published On
May 16, 2024

Editor's Pick

Too often in society, girls’ wings are clipped before they can fly. Society tells them they can’t, that they must conform and know their place. It often places barriers against them—for equal pay, reproductive rights, personal and financial growth and more. 

But nonprofit Girls Inc., which encourages girls to be “Strong, Smart, and Bold” through direct service and advocacy, launched a campaign for its Los Angeles chapter that shows how one person or action, represented metaphorically by a feather, can help girls grow their wings and have access to the things they are kept from.

The campaign launches with an artful and serene video (above), created pro-bono by agency Secret Level with a heavy dose of AI, that follows a single feather floating through the sky as a small voice begins, “In a city named for angels, it should be easier to fly…” 

A girl goes on to name all the things that girls should have—dreams, hope and the ability to carry out their potential—as the feather flutters by, landing before a Girls Inc. member whose wings begin to grow. It’s a simple, yet lovely piece of work, that reminds us empowerment and change begins early. 

Also see: Secret Level made this AI musical in two weeks

The campaign comes as “far too many L.A. girls of color face intersecting systemic inequities that limit the resources and opportunities they need to succeed to rise to their full potential,” Girls Inc. shared in a statement. The campaign premiered at the annual LA Girls Rise gala and auction on May 9, followed by social media and donated media.

Interestingly, the film was 75% generated by AI.

“We would never have been able to afford to produce this idea at this level without the help of AI and the generosity of talented and good-hearted humans. It’s an incredible example of how AI can work to enhance and realize an idea with limited resources and time. And an incredible learning experience for all involved,” said Girls Inc. in a statement.

Secret Level generated the concept with AI while Yvette Cobarrubias, co-founder of Cosmo Street and an L.A. local, offered the help of her team with editing and finishing. John Semerad, creative director at Quiet Man, helped with 3D VFX to create the feather and wings. Lastly, director of photography Tony Burns shot live action of real girls. The track was created pro bono by Sara Matarazzo, owner and managing director of Walker.

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May 16, 2024
Client :
Girls Inc.
Agency :
Secret Level
Erin Ross
Brand Committee Chair :
Catherine Sadler
Creative Lead :
Jean Batthany
Live Action Director :
Jean Batthany
EP :
Jean Batthany
Creative :
Laurel Stark Akman
Creative :
Amber Justis
Director :
Jason Zada
Creative Director :
Alastair Green
EP :
Monica Monique
VFX & animation :
Matt Petrocci
Creative Lead :
Zahir Khan
DP :
Tony Burns
Edit :
Cosmo Street Editorial
Managing Director :
Yvette Cobarrubias
Editor :
Julie Kravitz Gannon
EP :
Jennifer Helm
Creative Director :
Johnnie Semerad
EP :
Dara Semerad
Color :
Senior Colorist :
Quinn Alvarez
EP :
Stefanie Schaldenbrand
Music Supervision :
We Are Walker
Managing Director :
Sara Matarazzo
Producer :
Danielle Soury
Audio Post :
Lime Studios
Executive Producer :
Susie Boyajan
Finishing :
The End FX
Executive Producer :
Diana Dayrit

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