AI isn't a toy I dabble with. It's a production tool I deploy for Fortune 500 clients. Real deliverables. Real budgets. Real deadlines. Every asset approved by the client and broadcast on-air.
Anyone can generate a clip. Producing means understanding the brief, managing client expectations, integrating AI into existing footage, matching colour science, respecting broadcast, digital, and social specs, and delivering on deadline. With the client delighted at the end.
I use AI where it solves real production problems. Creating weather conditions that didn't exist on shoot day. Generating anatomically accurate macro photography. Tracking camera moves through impossible environments. Every frame passes client approval and goes to air, app, and feed.
This is a hyper-local campaign at massive scale. AI transforms the same video into thousands of location-specific variants. The camera tracks from one side of the vehicle in pouring rain to the other side revealing a sunny travel destination. Two completely different environments in one continuous take. Each of Canada's communities gets a custom version with AI-generated audio underneath weather boards specific to that city. The same shoot, perfectly tailored for every market.
The shoot was done, but there was no snow. Using AI generation tools, I created convincing, broadcast-quality snowy and wintery weather conditions in post-production and integrated them into the final cut. The result went to air and the client couldn't tell the difference.
For Elanco's tick prevention campaign, I generated hyper-realistic, anatomically correct macro shots of ticks using AI, then composited them directly into the cut of the sponsored content. No stock footage. No macro lens rental. No live insects on set. Just AI-generated assets that passed scientific and client scrutiny.