AI in Advertisements: Nike’s Latest Campaign
AI-Generated Imagery in Advertising
Like it or not, AI is here for the foreseeable future. And it feels like every day that we get a new story of a big brand using it for creative ventures. Nike is the latest company to come under scrutiny for one its latest campaigns, which advertises a Travis Scott x Nike collab with a rich visual world referencing Charlie and the Chocolate Factory.
Generative AI in Pre-Production
The creative director, Jak Bannon, has announced on X that they generated over 5,000 images on Midjourney to aid the pre-production stage. You can see how the generated images match up with the final spot below.
AI’s Role in the Production Process
It’s not entirely clear from Jak’s posts on X whether or not AI was used in the making of the film, but he does credit the VFX teams, saying: "AI is a marvelous tool for exploring ideas and digging deeper into what’s possible. It can also trigger new ideas and help concepts expand… but this spot wouldn’t have been possible without the amazing execution and craft from the VFX teams we had on board."
Hybrid Workflow
Klindparagoni reports that AI-generated visuals were then seamlessly integrated into a hybrid workflow that combined traditional visual effects (VFX) with cutting-edge AI technologies.
Final Spot
You can see the final spot below.
AI in Advertisements: A Growing Trend
Personally, I am not surprised that Nike is using AI for idea generation. At Creative Bloq, we’ve been speaking to creatives about AI for years now, and time and time again, artists and designers are saying that it is really handy for coming up with ideas (though of course, it’s not without its problems).
The Importance of Human Touch
The important thing, I think, is to know where to draw the line, and crucially, to know when a human touch is needed. Unlike the likes of Coca-Cola, whose AI-generated ad attracted much furore last year, it seems that Nike has got it right with this spot. Although it’s not super-easy to tell the overall quality of the ad from the embedded videos on X, so it remains to be seen how people will react to it once it’s widely released to the public.
Conclusion
As AI continues to play an increasingly prominent role in the advertising industry, it’s essential to strike a balance between AI-generated content and human creativity. While AI can certainly aid in the idea generation process, it’s crucial to remember that a human touch is often necessary to bring these ideas to life.
FAQs
Q: How is AI being used in advertising?
A: AI is being used for idea generation, creative direction, and visual effects in advertising.
Q: What is the role of human touch in AI-generated content?
A: A human touch is necessary to bring AI-generated ideas to life and to ensure that the final product is of high quality.
Q: What are the potential benefits of using AI in advertising?
A: AI can aid in idea generation, speed up the creative process, and provide new and innovative solutions for advertisers.
Q: What are the potential drawbacks of using AI in advertising?
A: AI can be used to generate low-quality content, and it may not be able to replicate the creativity and nuance of human creatives.
