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AI's Impact onthe Creative Industry& Watson.
AI's Impact on the Creative Industry & Watson.
If you work in tech, or entertainment, or if you’re just a human existing in today’s world, you know that the biggest, buzziest, most divisive topic of the moment is Artificial Intelligence. There are very rational fears around plagiarism, falsification, and job replacement, but there’s also a big opportunity to keep in mind: Generative Artificial Intelligence is still so new, we, as a creative industry, have the ability to train, customize, and integrate machine learning into the collaborative tools we need them to be.
At Watson, we see GenAI as not only a productive tool that helps us create efficiently, but one that allows a boutique agency such as ourselves to move concepts out of the ideation phase and into actual production. Our industry, and the consumers who drive it, demand personalized and automated experiences on a global scale without losing quality or creativity. Consumers are looking for ways to celebrate themselves and their fandoms, while brands are looking for ownable content that has the capacity to reach broad audiences and stoke conversation.
THEMATIC EDIT
OF AMERICAN ARE YOU?
A24 is a brand who has long understood the importance of including their audience in their marketing efforts. So when the ask came in to market Alex Garland’s latest dystopian action drama, Civil War, we knew the campaign needed to be personal in order to be impactful, and needed to align with A24’s generally playful marketing angle, rather than skewing too visceral, especially during a polarizing election year. Like children playing war, we wanted our audience to consider what they would do and who they would become if America fell, and so the creative wrapper of the little green army people was born.
POSTERS
CURING PROCESS
We had our insight and our idea, but to bring our vision to life, we needed the right partner — an expert in the generative AI field to collaborate with our creative developers. That's when we teamed up with Fal.AI. Together, we created a microsite that allowed users to upload a photo of their faces and a custom description to generate a one of a kind green army person version of themselves. Alongside Fal.AI’s ML researchers and engineers, our team of strategists, creative directors, and designers worked to fine tune our image generation model using the custom image dataset that we meticulously created from our original creative assets. Our in-house team created 3D models of each of the film’s four leads, imagining what they would look like in green army person form, and used said models to train our algorithm and refine output quality.
In training our AI model for the microsite, our creative and strategy teams had to hone their creative teaching skills in order to guide the model to recreate the details we were looking for. Similarly, in building our intentionally dystopian out of home ads that imagined what various major cities across the US would look like in the midst of a civil war, we implemented intricate prompt engineering to help us achieve a strategic creative vision. The combination of these two AI outputs, both digitally and out of home, accomplished our ultimate goal of generating notable social conversation.
The entertainment and technology landscapes are constantly in flux, and with ever-shifting user expectations, we’re excited to continue to explore the creative usage of GenAI technologies, especially while there’s still plenty of room to do so. The general public is largely uncertain about the potential applications and benefits of GenAI, and we’re dedicated to bridging this gap by crafting one-of-a-kind user experiences while ensuring any GenAI technology used is done so ethically and trained on creative assets that we have full authorship over. So if you’re ready to dive into the world of GenAI responsibly and creatively, let’s get in touch.