Over the last two decades working in film and photography, it’s been essential to look out for innovative advancements that streamline the process or help make the most of a limited budget. Recently, many conversations with friends and colleagues have centered around how to use the latest AI tools, so I decided to create a project that demonstrates both the possibilities and limitations of these technologies. Inspired by mid-century animation and advertising, I created a commercial spot for a fictional coffee company called "Picasso Coffee." This project aims to show how creatives can achieve professional results, even on a tight budget, with the help of AI.
The Challenge of Consistent Visuals
Maintaining a cohesive visual style when working with generative image and video tools like Runway Gen-3, MidJourney, and Luma Dream Machine is always tricky. Each tool has its strengths, but achieving visual consistency across different elements proved challenging. Despite these hurdles, this project reinforced the idea that working with AI is a collaborative effort, much like working with human colleagues where flexibility and compromise are essential.
AI Tools in Action
Luma Dream Machine
I used Luma Dream Machine for the video, as it excels in image-to-video conversion and helps maintain consistency. Luma’s ability to animate images from MidJourney and its feature to set start and end frames was particularly helpful, especially if you want the end frame to be a product shot with a specific product. You will notice some issues, like the text on the coffee bag being scrambled until it comes to a stop and the sudden appearance of smoke in an entirely different style. Despite these quirks, it’s amazing how well it worked overall.
MidJourney
MidJourney is always my go-to tool for generating images. While achieving perfect consistency is still a challenge, MidJourney’s latest features have made significant strides in this area. Its ability to create high-quality, stylistically rich visuals helped lay the foundation for the "Picasso Coffee" aesthetic.
Eleven Labs
For the voice-over and atmospheric sound effects, Eleven Labs was invaluable. It added an authentic touch that brought the commercial to life. The ability to generate realistic and emotive voice content quickly and efficiently made a significant difference in the production quality.
Udio
The music generated by Udio seamlessly blended with the visuals and sound effects, enhancing the overall atmosphere of the spot. Udio always amazes me; the fact that you can generate original music for a video in minutes is incredible. Like all AI, sometimes it doesn’t deliver exactly what you want right away, but for this spot, I only had to generate the track three or four times to get it right.
CapCut's Free Upscaler
I experimented with CapCut's free upscaler for this project. It worked well for graphic elements but was a bit too sharp for realistic scenes. Although I continue to search for effective free upscaling tools, Topaz AI Video remains my preferred choice despite its cost.
Runway Super-Slow Motion Tool
To slow the video by about 25%, I used Runway's Super-Slow Motion tool. This performed better than just slowing the video down in Premiere Pro because it created the missing frames with generative AI, ensuring smooth and natural motion.
Adobe Premiere
This trusted tool was essential in the final editing phase. Adobe Premiere handled the video editing, providing the professional polish needed to bring all the AI-generated elements together seamlessly.
Beta Testing and Lessons Learned
Over the past two years, I’ve been beta testing various AI tools, and it’s been a fascinating journey. One key takeaway is the importance of consistency, especially with generative AI. Each tool has its own strengths and limitations, and learning to navigate these effectively is crucial.
Final Thoughts
Creating the "Picasso Coffee" commercial was a lot of fun and highlighted both the strengths and challenges of current AI tools in creative projects. While maintaining visual consistency was a notable hurdle, the AI tools excelled in generating engaging visuals and soundscapes, showcasing their potential in modern advertising.
I hope this project inspires anyone working in advertising or creating content for small businesses to explore AI tools for their own projects. The technology is evolving rapidly, and with a bit of creativity and perseverance, it's possible to create something that meets your needs and maybe even exceeds expectations. The ability to leverage these tools’ capabilities to deliver a more elevated spot, without sacrificing affordability, is a game changer, and the AI landscape is growing and improving all the time.
Stay tuned for more AI-driven projects, and check out the "Picasso Coffee" commercial to see the final result!