This ad was directed by @TheoDudley! He wrote this breakdown for us today :D Concept: Tim Burton was a big inspiration for Theo growing up. Beetlejuice was a huge reference for this ad. He wanted a high-energy romp that wasn’t scary but never too safe either.

Treatment: Writer Nate Dern and our clients at Wander had a great script and fun ideas, which we refined into three distinct characters we could continue to revisit and play with. Treatments help us align on tone and visuals before the greenlight.

Image Generation: For start frames Theo collaborated with the super talented DDPs Olga Barova and @juliewdesign_ to bring our characters and worlds together. We use @figma to organize shots and get a bird's eye view. Sometimes it takes hours just to get a single frame perfect.

Animation: We used all the tools: Veo, Seedance, 11 Labs, Kling, Nano-Banana, Seadream. @TheoDudley personally contributed performances via Runway, which a voice actor friend dubbed over. The girlfriend's line needed the nuanced performance only Act 2 could deliver.

Revisions: Kevin Fermini edited this. Our first cut was pretty unhinged (lots of explosions and screaming children) so we aligned back on tone with our client and found a middle ground that kept the fun but stayed appropriate😅. Keep your eyes out for a possible director's cut!

Veo 3.1 released just as we were ready to launch and so we were able to run a few in 3.1 and compare. I definitely think it is an improvement over 3.0 but 3.0 still looks great! Nano Banana was the real winner. It's so easy to get consistent characters now!

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@PJaccetturo In the end, there will be only two models to use: Veo and Sora. Maybe this time next year.

@NotPhilSledge yeah

@PJaccetturo What is the major improvement from 3 to 3.1 from your experience?

@itsolelehmann Photorealistic speaking is improved. Other improvements are marginal but I think it’ll improve even more soon. They’re definitely cooking

@PJaccetturo Incredible stuff!

@blizaine thanks!

@PJaccetturo Wow, the 3.1 tests really did outshine the 3.0. Nuance, and detail. Models always have a hard time with small faces. (yes, I click fullscreen for your stuff) Would love to see this shot in 3.1

@jacquesBroquard yeah really excited for 3.1

@PJaccetturo Curious what clients are paying for Ai spots? I get some that want this level and ask can you do this for $4k. You know Ai is easy don’t you just press buttons and things happen

@MotionArtAI I don't share prices publically because we raise them and we're undoubtably the most expensive AI agency in the world at the moment, so we mostly just work with Fortune 500s and late stage SaaS companies. 15 people worked on this production over 2 months.

@PJaccetturo has this change your process at all (since filming with greg). Are you using reve still or nano banana the go to now

@jelanifuel We like Reve but NB is fantastic

@PJaccetturo Nice hook 😛 Great breakdown as usual!

@mikefutia gotta ride the waves!

@PJaccetturo The quality looks good and I think the audio is better too ! Is this upscaled or straight out of the oven?

@kilanjshetty We did VOs for a few

@PJaccetturo There’s a reason why @PJaccetturo is the king of AI Ads. This is one of them. This is a great ad.

@KillianVader thanks! the whole team at http://Genre.ai crushed it! 🙌🏼

@PJaccetturo Great work PJ

@azed_ai thanks! the team crushed it!

@PJaccetturo wow! great info/thread.

@awesome_visuals anytime!