Meta Vibes

Long format spot available here

 

Meta brought us on to capture the breadth, power, and potential of Meta.ai as its entire system was overhauled and new features were launched.

The result is a sizzle built entirely using the existing tools available on Meta.ai.

Our biggest technical challenge was to work entirely using one consumer-oriented AI tool and create consistent results. This included generating the necessary aspects for a standard production pipeline, like set and scene extension, adjusting performance and cinematography, using only prompts. Our prompts were tracked and delivered at the end of the job, so every step was fully transparent.

In our opinion, the biggest innovations for this spot were all under the hood :).

 

While we used the “Remix” features for the more conventional usages, like above, we also wrote prompts to reframe, extend, and adjust existing clips for the “invisible” adjustments necessary for a quality edit in multiple formats.

 

The entire point of this spot was to create buckets of content that emulated the work being generated on the platform. We ended up working in many different styles with so many different color palettes, so our second biggest task was carefully art directing the content and color to elevate the material as much as possible while still being true to what was achievable on the platform.

 

Disparate styles were softened with careful consideration of the color over time.

 

Our spot ultimately did make an impact in the mainstream conversation about AI-generated content, including this burn from the Daily Show.

 

Credits:

ECD: Dan Covert

Director: Ceci Fletcher / cecimonster

Head of Production: Tara Stromberg

Producer: Luke Proctor

Editor: Nick Stromberg

Music: You Too Can Woo

 

Designer/Animators:

Scott Cannon

Chieh Yen

Sasha Chertok

Yuval Haker

Pedro Piccinini

Colin Hess

Giedre Elliott

 

and our incredible hardworking partners over at Meta!