Understanding the Target Audience
The recent advancements in AI technology have opened new avenues for marketing professionals, business executives, and creatives. These individuals are often challenged by high production costs and lengthy timelines for ad creation. They seek innovative solutions to engage consumers effectively. By understanding their needs for streamlined advertising processes and enhanced creative output, we can appreciate the significance of AI in transforming the advertising landscape.
Ad Overview
A remarkable example of this transformation is the AI-generated commercial for the event-betting platform Kalshi, which aired during the NBA Finals. Created using Google’s generative video model, Veo3, this ad was produced by AI filmmaker PJ Accetturo in just three days, resulting in a staggering 95% reduction in production costs, totaling only $2,000.
The “Gemini-to-Veo3” Workflow
The production of this ad utilized a streamlined four-step process:
- Rough Script: Establishing a foundational creative idea.
- AI-Powered Prompt Generation: Using Gemini to flesh out the script into a detailed shot list.
- Video Generation: Feeding prompts into Veo3 to create raw video clips.
- Final Editing: Polishing the clips using standard software like Adobe Premiere.
This approach highlights a shift towards smaller, highly skilled creative teams that leverage AI to produce high-volume, brand-adjacent content efficiently.
AI-Powered Creative Workflow: From Script to Screen in Days
Accetturo’s process exemplifies effective human-AI collaboration. The workflow includes:
- Write a Rough Script: Establish a foundational creative idea.
- Use Gemini for Prompts: Flesh out the script into a detailed shot list and generate specific prompts.
- Generate with Veo3: Feed prompts into Veo3 to generate raw video clips.
- Edit in CapCut/Premiere: Assemble and polish the final AI-generated clips using industry-standard software.
Co-Writing with a Machine
For the Kalshi ad, the creative process began with key dialogue snippets. Accetturo collaborated with Gemini to develop “10 wild characters in unhinged situations” to deliver the lines. He describes this partnership as a co-writing experience, where he asks Gemini for ideas, selects the best ones, and shapes them into a cohesive script. This collaboration allows for rapid ideation, blending human creative direction with AI’s expansive imagination.
Prompting is the New Directing
The prompts serve as the essential translation layer between script and screen. Accetturo emphasizes the importance of detailed prompts to maintain character, setting, and tone consistency. For instance, a prompt might describe a scene in a crowded Miami strip, capturing the essence of the character and the atmosphere.
Tips, Tricks, and the Bottom Line
Accetturo shares valuable insights for working with Veo3, such as running prompts in “fast mode” and iterating quickly. If a generation isn’t satisfactory, he suggests refining the original prompt in Gemini and trying again. Notably, achieving continuity across shots may require highly detailed descriptions. “This took about 300–400 generations to get 15 usable clips,” Accetturo notes. “One person, 2-3 days. That’s a 95% cost reduction vs traditional ads.”
The Future of Advertising and the Creative “Moat”
Accetturo believes that this advancement does not eliminate the need for creative professionals. “Just because this was cheap doesn’t mean anyone can do it,” he states. “Brands still pay a premium for taste.” He envisions a future where small, agile teams produce engaging content quickly and affordably, with the most valuable skill being creative instinct, particularly in comedy writing. “The most valuable skill in entertainment and advertising is comedy writing,” he concludes. “If you can make people laugh, they’ll watch the full ad, engage with it, and some of them will become customers.”
Conclusion
The Kalshi NBA Finals ad represents a significant milestone in media creation, illustrating the rapid integration of AI technologies in advertising. As we move forward, the collaboration between human creativity and AI will continue to redefine the boundaries of what is possible in the advertising industry.
