Griesson Soft Cake - The Making-of
At the Griesson campaign I had the chance to act both as director and AI artist, a tandem role I believe will shape the future of advertising.
The production was with The Shack, the agency McCann, and the client was Griesson, makers of the famously delicious soft cake.
As director, I developed how the story unfolds, cast the actress, blabla, etc. so far, nothing new.
But as AI artist, I was able to create a full previz that mapped out the pace, camera angles, wardrobe, and set design.
This allowed us to precisely test and evaluate what wardrobe would pop, which lenses we’d use, how much set design we really needed and of course, how long each shot would take.
Which made the shoot far more efficient.
And me being German… I love efficiency.
In post-production, I used AI again to create style frames and backgrounds to build the fantastical world of Griesson.
I cut together a 3-minute making-of that breaks down the process, shows the AI-driven previz, and compares it to the final film.