AI Generated Imagery
For this campaign, both still imagery and moving pictures were generated using a suite of AI tools. This enabled us to both nail the art direction as well as create imagery that represented the exact locale for IRWD's residential areas in southern California. Traditional photography would have taken 10x more time and effort, and therefore cost to the client. As artificial intelligence continues to advance and evolve, it will become even more vital as in integrated part of the creative toolkit.
Commercial Teaser Videos
A special thank you is due to my fellow creative and colleague, Trevor Morse, who brought to life my original concept in not one, but three video executions to get the campaign launched.
CCO, CD (set) - Jeff Butcher
Creative Director - Raymond Coates
Design Director - Trevor Morse
Executive Producer - Richelle Butcher
Senior Copywriter - Annie Sui
Set Design - Charlene Tea
Editor & Post-Production - Anthony Liechti
Digitech - Brett Yamaoka
Lighting - Jeff Butcher, Kirk Crockett