Following their Cairns Crocodiles Awards win, AICandy’s Marcus Tesoriero and Kent Boswell have revealed the unknown work that goes into an AI campaign, saying it’s not as easy as just “pressing a button” that people often assume it is.
The pair, who launched the creative and AI-powered film production company in July last year, won the Gold award in the AI Craft category for their project titled “Mad World”.
The 90-second film coincided with the International Day of Climate Action on Friday 24th October. The short film aimed at sparking urgent conversation about the fragility of our planet and the need to meet the UN 2030 deadline for climate action.
Created entirely with AI, the film titled ‘Mad World’ highlights what’s at stake if the world fails to meet the United Nations 2030 Sustainable Development Goals on climate action.
When asked backstage by B&T in Far North Queensland what the work is that goes into an AI campaign, they both said: “Lots goes into it”.
“This is one of those beautiful examples of a big idea that was never going to happen, without the power of AI,” Boswell said.
“It was an idea that we had at the bottom of our drawers for seven years, we pulled it out, dusted it off, and made it.”
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He admitted “partnering with the United Nations has been a career highlight”.
Tesoriero said the process in working on AI campaigns is quite similar to the traditional way.
“You’ve got to think strategically how you are going to angle the idea, you script it out, you think about what you are going to do bit by bit.”
“But instead of going to shoot, you obviously go into generation, and you go through the obvious post process after. We always do a traditional sound mixer, and a traditional grade over the top just to get all that fine tuning right,” Tesoriero said.
“But yeah, a lot of the process is similar, and against a lot of popular belief, it’s not like pressing a button.”
“We can probably do it in half the time, but so much work goes into it, especially craft. SO much work goes in behind the scenes, like the whole ‘It’s not good enough, keep going’.
Boswell added: “If anyone looks at our work and says ‘Oh that’s a really great AI commercial, or a great AI film’, they should look at our work and say ‘That’s a really great film’ and not know”.
