McCann Central’s Ollie Dew discusses AI in Creativity with LBB

Ollie comments:

Over the last 12 months we’ve been collaborating with leading AI partners in motion, image, and sound technologies. By integrating their tools into our workflows and securing enterprise-safe partnerships, we’re ensuring robust protections for both ourselves and our clients.

A key advantage of these partnerships is the ability to develop custom sandboxed models tailored to our clients’ unique brand, tone, voice, and identity. We're already seeing impressive results, with AI-generated outputs that are higher-quality and delivering faster. Take the visual space, for instance: we can now generate entire videos from a single image reference. These outputs look realistic and consistent, offering a cost-effective solution for low-budget productions while significantly accelerating time-to-market.

That said, to get the best from these tools, they need to be trained on what ‘good’ looks like, and as such they are still heavily dependent on human-generated data. That’s why we see AI as a creative assistant and amplifier, and not a replacement for human creativity.

Two stand-out McCann campaigns from this year that showcase the unique blend of AI and human creativity are Deflatables for Thomas Cook and AI Adventure for Qatar Airways.  

In the Deflatables campaign, we used 3D models and seamlessly integrated them into stock environments using AI. By meticulously adjusting angles and details, we ensured a polished, cohesive, and highly realistic final product.

For AI Adventure, we leveraged cutting-edge AI technology to deliver an immersive experience that allowed consumers to insert themselves into the campaign film, transforming them into the stars of the narrative.

Read the full article here.

Thomas Cook: Deflatables campaign

Qatar Airways: AI Adventure