In a proof of concept project, the Richter team aimed to create a new kind of video where the script was assisted by, and the imagery was entirely generated by AI.
In the process of creating this piece, one thing was made immediately clear – the power of AI can be a wonderful way to enhance and inspire creative work, but it requires close human oversight in order to make something truly great. In the end, this was how our team approached this experiment. At no point was AI to replace what they were doing, but rather it would assist in spurring ideas and guiding the final look of the piece.
To begin, our copywriting team used ChatGPT, prompting it with ideas about what was to be communicated. As anyone who has used the service will note, this can prove extremely useful in beginning a project but there comes a point where it must be polished into something that really sings.
ChatGPT: Write a compelling video script about communicating the perfect message to an exact audience.
Once the copywriters had completed the script, it was over to production for a process unlike anything else in Richter's history. The challenge we set ourselves was to build an entirely new style of video, with imagery made entirely by AI. Step one was to create the images themselves by:
1. Creating a concept for each frame of the video.
2. Prompting MidJourney to build images that match each frame and each other.
3. Tweaking the prompts over and over until the right image is produced.
To say the least, this process required exact oversight by our Creative Director. Some of the images coming from initial prompts were nonsensical or even horrifying! With his guidance, however, the suite of scenes were completed.
