Anyone can now become a movie director, as AI enables filmmaking for the masses beyond just the Hollywood elite.
Step into the Future of Filmmaking: AI is Reshaping Creativity, Not Replacing It
The film industry is on the brink of an exciting revolution, thanks to the emerging power of artificial intelligence (AI). Director and creative technologist, Jason Zada, who's responsible for Coca Cola's AI Christmas commercial, believes we're not merely witnessing an evolution, but a full-blown AI-powered content renaissance.
Zada isn’t a novice in the world of filmmaking – he’s renowned for his viral marketing and music videos, like the Elf Yourself campaign and interactive horror Take This Lollipop. Now, he's leading the charge as the founder of Secret Level, a studio that's redefining next-generation entertainment.
Similarly, Freepik’s CEO, Joaquin Cuenca, asserts that AI still needs the human touch to have a significant impact. Both these creative minds share a common vision: AI is not erasing creativity; it's expediting and redefining the way we harness it.
Last month at the Upscale Conf by Freepik, the conversation revolved around the powerful intersection of AI and creativity. Highlighting the advantages and potential of this revolutionary technology, Zada expressed, "For us, pre-production is the new post-production."
AI Revolutionizes Pre-Production
AI tools are transforming the lengthy and laborious pre-production process. Using gen AI art models, Google's video AI (Veo), and GPT-based assistants, creators can now generate high-resolution animatics for real-time iteration. This fluidity allows for quick adjustments, eliminating the need for costly reshoots.
"Historically, that would mean reshoots, and be very expensive, if not impossible," describes Zada. This efficiency promises to revolutionize content creation, leading to faster production times and more storytelling opportunities.
Speed and Efficiency: AI's Gift to Filmmakers
Zada sees AI's greatest gift to filmmakers being speed. Using AI, projects that would usually take years can now be completed in just a few months. This isn’t about cutting corners; it’s about offering creatives the freedom to experiment and innovate in their work.
Adopting AI technology doesn't mean that human creativity will become obsolete. As Jason puts it, "AI is not free, it's not cheap, but it is more efficient." He emphasizes that while technology is essential, the artist’s eye remains vital for meaningful results.
Secret Level employs a smaller team of artists compared to traditional productions, yet produces work on par with larger ventures. This transformation mimics the early days of visual effects when artists manually made and painted models. Just as technology subsequently shaped the modern VFX industry, so too will AI.
The similarities between AI and technology milestones of the past are endless. So, could the next great auteur emerge from the world of pixels and prompts? Zada isn't sure, but is optimistic. "People used to ask that when digital video came along. We all have 4K cameras in our pockets now. But AI might be different."
The future for creatives is undoubtedly brighter with AI by their side. Exciting developments in AI storytelling and world-building are already being executed by innovative studios like Secret Level, setting the stage for an epochal shift in content creation.
- Director and creative technologist, Jason Zada, believes we're witnessing an AI-powered content renaissance in the film industry.
- Zada, renowned for viral marketing and music videos, is leading the charge as the founder of Secret Level, a studio redefining next-generation entertainment.
- AI tools like Google's video AI (Veo), gen AI art models, and GPT-based assistants are transforming the pre-production process, enabling quick adjustments and eliminating costly reshoots.
- AI promises to revolutionize content creation, leading to faster production times and more storytelling opportunities.
- To Zada, AI's greatest gift to filmmakers is speed, allowing projects that would usually take years to be completed in just a few months.
- Adopting AI technology doesn't mean that human creativity will become obsolete; while technology is essential, the artist’s eye remains vital for meaningful results.
- Secret Level produces work on par with larger ventures, using a smaller team of artists compared to traditional productions, reflecting the early days of visual effects when artists manually made and painted models.
- Just as technology shaped the modern VFX industry, so too will AI, with the potential for the next great auteur to emerge from the world of pixels and prompts.
- The future for creatives is brighter with AI by their side, as innovative studios like Secret Level execute exciting developments in AI storytelling and world-building, setting the stage for an epochal shift in content creation.
