From Doomsayers to AI Evolution

I was going to show you how to make corporate-style photography in Midjourney. But because last week I was a doomsayer, I have to address what happened this week instead.

Firstly, I may have had bad news for stagnant corporate production companies who refuse to change, but with a positive caveat should they choose to adapt to the new world. Arguably, within a year, AI does have the potential to knock out a large percentage of the work a traditional corporate film company does. But that's not a bad thing. Let the friendly robot take care of the repetitive, monotonous work while we evolve.

Then, Under Armour did it. Shit bags, that was quick.

Here's the brief:

Under Armour asked us to build a film from nothing but existing assets: a 3D model of Anthony Joshua and no athlete access.

HA! Couldn't sound more like a corporate brief if ever I heard one.

This piece combines AI video, AI photo, 3D CGI, 2D VFX, motion graphics, 35mm film, digital video, and advances in AI voiceover. Every current AI tool was explored and pushed to the maximum.

It took them 3 weeks, which in 12 months will undoubtedly be 3 days, maybe 24 hours.

Now, the controversy here is in the commercial world. A new director was brought in to reimagine another director's work.

Director Wes Walker did not credit the source of the 35mm content shot by Gustav Johansson two years ago.

Look, I appreciate the professional courtesy aspect of it (crediting those who went before you), but I'm not here to debate if it is fair. I'm here to say that as this process refines and you can dump most things into a generator and produce something visually very strong. Why should Philips Healthcare pay very much at all for owned content that exists on their system that they want to reframe in a different style or with a different story?

The answer is they shouldn't. And pretty soon they're going to be able to make that choice.

Sorry, maybe next time for the corporate photography how-to.

As you were

MrMcK

AI-generated commercial: Director Wes Walker.

Source of some content: Director Gustav Johansson.