Different
Every Time

AGENCY: DDB CHICAGO  /  CLIENT: STARBURST  /  ROLE: CONCEPT AND ART DIRECTION

Our goal was to create infinite ads - serving you something “Different Every Time.”

We took a modular content approach to the creative and production so that multiple variations of the commercial would be created and served to people before ad fatigue sets in.  Using various scene set up moments (studying in the library, studying at home, chilling in your living room, working in the office) that lead into a dozen different moments of candy consumption and then 20 different fanstastic worlds … we made a lot of different commercials.

The team at Tool spun up a custom workflow and production pipeline using A.I. to help us scale the creative and create the many worlds.

/// FILM

Ultimately, we produced 320 films (included here are the 4 hero broadcast films) in all aspect ratios, encompassing 20 AI World Styles and culminating in 60 unique 3-second sequences.

DEVELOPMENT AND CREATIVE PROCESS

The challenge was to combat ad fatigue by creating a multitude of commercial variations to maintain viewer engagement. We approached this through a modular content strategy, where the narrative was segmented into four distinct parts, each flexible enough to be mixed and matched, producing multiple unique versions of the ad.

THE SHOOT AND AI INTEGRATION

The production involved a one-day green screen shoot with two actors, designed to facilitate AI integration. We captured the entire commercial in a variety of different passes from very dynamic to more static, guaranteeing that we had maximum flexibility in the AI pipeline to deliver the best results. This was crucial for seamless integration of live action with AI-generated environments and flexibility to generate the best results within the AI pipeline. 

MIXED MEDIA AND AI PIPELIINE

The production involved a one-day green screen shoot with two actors, designed to facilitate AI integration. We captured the entire commercial in a variety of different passes from very dynamic to more static, guaranteeing that we had maximum flexibility in the AI pipeline to deliver the best results. This was crucial for seamless integration of live action with AI-generated environments and flexibility to generate the best results within the AI pipeline.