INECT

Introduction:

In a world where the boundaries between technology and creativity are increasingly blurred, the recent collaboration between Tool of North America, Starhaven and Inect stands as a testament to what's possible. This isn't just another promotional video; it's a beacon of innovation in digital advertising, showcasing how AI can elevate creative content to unprecedented heights. The use of advanced AI technologies such as Lora's, Dynamicraft, and Stable Diffusion has not only transformed the approach to promotional content creation but also set a new benchmark for the industry.

The Collaboration:

This dream team embarked on a mission to create a promotional video that would break the mold. The goal was clear: to merge the raw emotional appeal of athletic pursuit with the precision and endless possibilities offered by AI technology.

The end result looks so slick and cohesive not only because Wes and the VFX team were so talented but also because everyone had the right expectations regarding AI. Instead of pushing AI beyond its current capabilities, we used it more as a gravitational force that pulled together the VFX and live footage.

The Technology:

The biggest challenge was creating AI visuals that matched the energy and quality of the 3D shots and archive footage of AJ. While AI Video has progressed a lot in the past few months, many img-2-video tools either hallucinate or create slow-mo shots that look like glorified slideshows. Conversely, more advanced tools like Dynamicrafter may be able to produce more dynamic shots, you can't get more than two seconds out of them.

Collaborating closely, we set up a prompting strategy for Midjourney to transform the insanely rich moodboards into coherent cinematic stills. Then we pushed the limits of Runway, Stable Diffusion, DynamiCrafter & TouchDesigner to get the level of motion just right.

• Lora's: Lora's are used to train the base diffusion models to put in the brand identity.
• Dynamicrafter: Dynamicrafter is an image to video model, working based on Video Diffusion Priors.
• Base Models: We used many stable diffusion models, like the new stable cascade model.

Behind the Scenes:

The project was as much about innovation as it was about collaboration. The creative team at Tool of North America provided the vision and narrative framework, while the technical AI experts equipped them with the tools to bring this vision to life. This synergy allowed for a creative process that was both dynamic and iterative, with AI components offering new possibilities at every turn.

The Result:

The final product was nothing short of revolutionary. The promotional video showcased Under Armour in a way that was engaging, inspiring, and visually stunning. The video stands as a powerful example of how AI can enhance and amplify creative storytelling.

Conclusion: A New Dawn for Creative Content

This collaboration between Tool of North America, Starhaven and our Inect team marks a significant milestone in the evolution of promotional content. It demonstrates the incredible potential of combining human creativity with artificial intelligence, paving the way for future projects that push the boundaries of what's possible. As we look ahead, it's clear that the intersection of AI and creative content creation holds exciting opportunities for brands and creators alike, promising a future where the only limit is our imagination.

In a world constantly seeking the next big thing, this project proves that the future of advertising and promotional content is bright, innovative, and boundless. With AI technologies like Lora's, Dynamicrafter, and Stable Diffusion leading the charge, we're on the cusp of a new era where creativity knows no bounds.

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This deep dive into the innovative collaboration behind Under Armour's latest promotional video showcases the incredible potential of AI in revolutionizing the creative industry. By leveraging cutting-edge technologies, the team has not only set a new standard for promotional content but also opened up a world of possibilities for future projects. What do you think the future holds for AI in creative content creation? What will this bring when OpenAI's Sora will be public?

View the use case of ToolofNA on: https://toolofna.com/work/featured/forever-is-made-now/

Creative Agency & Production Company - Tool
Director - Wes Walker
Executive Producer - Dustin Callif
Producer - Jon Kolnoski
Creative Director & Writer - Adam Koppel
Art Director & DP - Rex Kane-Hart
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Post-Production Studio - Abyss Digital
Creative Producer - Shapxo
Post-Producer - Yan Marchenko
Editors - Mykyta Bereg & Rex Kane-Hart
Assistant Editor - Saveliy Zhukov
Colorist - Yerlan Tanaev

AI Team Lead - Rex Kane-Hart
Creative Strategy - Vince Buyssens
Art Director - Aaron Vergult
AI Engineer - Bjarne Desmet
VFX Studio - Abyss Digital
Creative Producer - Shapxo
Post-Producer - Yan Marchenko
Music Composition - Pvali

Music Supervision & Orchestration - Louise Woodward

Sound - Concret.Form
Sound Design & Mix - Raphaël Ajuelos
Sound Editor - Kai Scheer