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When Scott Ownbey of Animatic Media first approached Mark Zeboski of ARU Chicago with the idea of creating a spec Apple car commercial using AI, the excitement was palpable. Scott envisioned pushing the boundaries of what AI tools like Runway, Pika Labs, MidJourney, and Rendermind could achieve. However, both Scott and Mark were aware of the challenges ahead, particularly in balancing AI’s capabilities with the need for human oversight.
The chance to work on the Apple car spec ad was an irresistible opportunity to experiment with the latest AI tools in video production. While clients often generate mood frames using MidJourney and see Sora video demos, believing these AI tools allow vendors to create finished imagery and animations instantly, the reality is far more nuanced. “AI played a collaborative role, generating inspiring visuals to explore new perspectives and variations for key scenes. However, knowing how to interpret those visuals and adding the human touch remains a key aspect in refining these ideas into a cohesive final product,” said Ernesto Partidas, Senior Unreal Artist.
While AI tools can streamline many aspects of video production, they come with limitations. Creating custom narratives and ensuring characters look and interact in specific ways still requires significant human intervention. “Visual imagery storyboard artists and videographers must understand these tools or risk being left behind,” Ownbey noted. The balance between efficiency and the nuanced touch of human creativity is critical in achieving high-quality results.
Animatic Media used in-house AI tools like RenderMind to pose and render characters according to the script. However, issues like improper rendering of hands or misdirected eyes often required traditional retouching techniques. “AI can translate images and videos into different styles, but achieving the desired outcome still demands a lot of work,” Ownbey explained. These challenges highlight the importance of human oversight in refining AI-generated content.
Educating clients about what AI can and cannot do is crucial. While AI tools can reduce production time and costs, they can’t always meet all expectations simultaneously. Agencies and clients often have unique visions that require multiple revisions, and AI tools, while valuable, are not a panacea. “AI doesn’t necessarily make the workflow faster. Sometimes I go through several iterations to create a character. But in the end, the result is totally worth it,” said Jordan Ownbey, Integrated Digital Artist.
Despite the challenges, AI offers numerous benefits to video production. AI tools can automate repetitive tasks, such as color correction and basic editing, freeing up time for artists to focus on more creative aspects. “AI can help us deliver high-quality content more efficiently, but it’s not a substitute for human creativity and expertise,” said Ownbey. This combination of AI efficiency and human creativity ensures that the final product meets the highest standards.
Animatic Media successfully integrated AI into several projects, including the Apple car spec ad. AI tools were used to generate initial drafts of storyboards, which were then refined by human artists. This approach sped up the production process and allowed for more iterations and creative exploration. “AI-generated drafts give us a solid starting point, but the final touch always comes from our team,” explained Ownbey. The collaborative process between AI and human artists ensures that each project retains a unique creative vision.
AI tools also facilitated better collaboration with clients. By using AI to generate visual previews and rough cuts, Animatic Media could provide clients with early-stage versions of their projects. This enabled clients to give feedback sooner and more frequently, ensuring that the final product aligned closely with their vision. “AI helps us communicate ideas more effectively and make adjustments based on client feedback in real-time,” said Ownbey. This real-time collaboration enhances the overall quality and client satisfaction.
To bridge the gap between AI capabilities and client expectations, Animatic Media launched educational initiatives. These include workshops and webinars that demonstrate the strengths and limitations of AI tools in video production. “Educating our clients is crucial to managing expectations and showcasing the value of AI in the creative process,” explained Ownbey. These initiatives help clients understand the realistic applications of AI and how it can enhance their projects.
Looking ahead, Animatic Media is excited about the potential of AI to further revolutionize video production. They are continually experimenting with new AI technologies to enhance their workflow and deliver innovative content. “The future of video production will involve a symbiotic relationship between AI and human creativity,” concluded Ownbey. By staying at the forefront of AI advancements, Animatic Media aims to push the boundaries of what’s possible in the world of art and video production. This forward-thinking approach ensures that they remain leaders in the industry, constantly innovating and setting new standards.
AI and Unreal 5 are not just buzzwords; they are powerful tools that are reshaping the landscape of video and audio production. While there are pros and cons to consider, the potential for innovation is immense. The Apple Car commercial is a testament to what can be achieved when cutting-edge technology meets creative vision, offering a tantalizing glimpse into the future of advertising. For ad agencies and production companies looking to stay ahead of the curve, embracing AI and Unreal 5 could be the key to unlocking new levels of creativity and efficiency. Stay tuned to see how these technologies continue to evolve and redefine the possibilities of commercial production.
By blending AI’s capabilities with human creativity, both ARU Chicago and Animatic Media have set a new benchmark in the industry. Their collaboration on the Apple Car spec ad showcases the power of technology to enhance artistic expression and efficiency, paving the way for future innovations.
About Scott Ownbey
Scott Ownbey is the founder and Creative Director of Storyboards.com and Animatic Media. He helps agencies and brands like TBWA, Ogilivy, Leo Burnette, Fidelity, Diageo, Pepsi, Nissan, and Nivea get their scripts successfully through testing and into production.
Mastering animatics since 2002. Our creative teams in the UK, US, Europe and Asia ensure your vision is never limited by time zones. With thousands of successful projects through research, we’ve perfected the balance of global talent and local accessibility. Animatic Media Group also includes Storyboards.com and Rendermind AI. Drawing attention to your ideas with production support that matches your workflow and rates that align with your budget.
Please contact us at hello@animaticmedia.com
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