Context

Invited to participate in an early-access Hackfest in collaboration with Google Cloud and IBC, testing Veo 3 and exploring how generative AI can support creative concepting and visual development.

Working in a cross-disciplinary team, we developed AI-led promotional concepts for two flagship ITV shows: I'm A Celebrity... Get Me Out Of Here! and Love Island.

Creative Challenge

The goals for the day were to:

• Explore how generative videos could accelerate early stage concept development
• See if AI could meaningfully reflect tone, mood and brand identity
• Find out if AI tools could be integrated into real broadcast workflows

Challenges faced: Time constraint as well as it being in early development. Creating prompts that would accurately reflect the brand identity of an established brand

The Approach

We developed two AI-generated promo concepts. Using Veo 3, we focused on:

• Explore and experiment with visual style and pacing
• Refined prompts that delivered the visual and narrative tone, for the voiceover, sound FXs and visual approach
• Producing prototypes that will provide creative inspiration and bouncing off points for further development

I then used Adobe Premiere Pro to:

• Add the final branding and ITV logo
• Adjust the colour grade to the visual style that I felt was closest to the brand look and feel
• Matched the AI-generated voiceover to the pacing of the visuals

Reflection

Having used the AI tools from the Hackfest, I am more curious to explore the potentials of AI as a tool to help facilitate and accelerate creative development, as opposed to replacing or taking over creative thinking. Using each tool as a means to test ideas, make amends and create test concepts before heading in production. I will definitely be using AI as a tool to help fuel my creative process and push the boundaries of my thinking and capabilites.