AI Commercial | Moon Landing | GE Vernova

Описание: We just released Freise Brothers' 𝗳𝗶𝗿𝘀𝘁-𝗲𝘃𝗲𝗿 𝗔𝗜-𝗽𝗼𝘄𝗲𝗿𝗲𝗱 𝗰𝗼𝗺𝗺𝗲𝗿𝗰𝗶𝗮𝗹 𝘄𝗼𝗿𝗸:
𝗚𝗘 𝗩𝗲𝗿𝗻𝗼𝘃𝗮 - 𝗠𝗼𝗼𝗻 𝗟𝗮𝗻𝗱𝗶𝗻𝗴.

And coming soon- 4 more spec ads we wrote and created ourselves.
We gave ourselve a challenge:
4 spots. 2 weeks. And it flipped our perspective.

Rewinding a bit:
For years, we were 100% against AI in filmmaking.
Not on the fence. Not curious. 𝗔𝗴𝗮𝗶𝗻𝘀𝘁.
As artists who write, direct, edit, do sound, VFX, music everything AI felt like a cheat code.
Unethical. Lazy. Not 'real' art.

But then something shifted.
Early this year, we started seeing AI-generated work that felt... fresh. Inspiring. Weird in the best way.
Not just technical explorations, genuine quality storytelling.
And, like many others, we had this moment:

If we don’t at least explore it... are we falling behind?

So we dove in. Cautiously. Creatively.

Our rules:

No ChatGPT for story. All ideas = ours.

Stick to a traditional pre-pro workflow: treatments, shotlists, storyboards.

Use AI only as a visual generation tool- not for story, editing, or music.
(And yes, I even shredded a guitar solo on one spot 😎 🎸)

To our surprise?
It still felt like directing (minus early call times & craft services).
We gave prompts like we’d give notes to a crew:
Camera direction. Lensing choices. Lighting setups. Production design. Actor blocking. Emotional nuance.

It was still a creative challenge. It required vision. Taste. Timing. Judgment.
All the things we already bring as filmmakers.

Are we replacing traditional production and is this the ONLY way forward?
𝗛𝗲𝗹𝗹 𝗻𝗼.
But is this a new tool, another option that unlocks a new way of thinking about story and visual language?
𝗔𝗯𝘀𝗼𝗹𝘂𝘁𝗲𝗹𝘆.

We’re not blind to the ethical questions. We still have big concerns.
But here’s our take-

Artists have always adapted- from oil paint to film, analog to digital, DV to DSLR.
The artists who move things forward?
They're the ones who embrace new mediums, not fear them.

We don’t believe AI will replace human creativity.
But it will challenge it.
That’s not a bad thing.

Is this spot perfect? No. Does it look as great as traditional production? No.
Are the tools only going to get exponentially better? Yes.

Here’s the first one- 𝗚𝗘 𝗩𝗲𝗿𝗻𝗼𝘃𝗮 - 𝗠𝗼𝗼𝗻 𝗟𝗮𝗻𝗱𝗶𝗻𝗴.
The rest are coming soon.

We’re excited to be experimenting with this new tool. Curious what others will think.

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