Icon

We made a pumpkin spice product.  When it was first explored I said nahhhhh. Too basic. Everyone’s doing it.  Then I tried a sample our R&D genius (Matthew Held) made and it was freaking great. I thought about it and started to fall in love with the idea of calling out pumpkin spice’s basic-ness.  Leaning into it.  Making that the positioning platform felt fun, self aware and aligned with what we do. Wrote this ad and worked on it with Icon to bring it to life. AI doesn’t come up with the idea or make it for you. But it is a new tool. Let me know what you think.

posting this ad we made for our 4th sale we worked with the Icon team and VEO3 to make it. process was smooth—our social manager Brandon Yates come up with a concept for mushrooms as founding fathers, our growth director Sam Brunswick sent me a brief, I polished a script, we sent it off to Icon, and a few days later we had a finished ad. a project like this used to cost tens of thousands and take weeks if not months. we did it in a few days. cost a few hundred dollars. someone on IG commented: “disappointed you used ai, hire an artist” as a creative myself, i get it but also… this is a story as old as storytelling itself we used to sit around campfires and tell stories then someone started acting them out then someone refined that into theatre then books were written instead of acting them out then we had movies as an alternative to books magazines, newsletters, blogs, vlogs, radio, cinema, cartoons… and now we have ai generated visuals and vo These are just different ways to tell stories none of these formats have ever been the “real” thing they were all just different tools to get an idea/story out of one person’s head and into another’s ai is no different in that sense—just a new brush to paint with what is different is the speed and cost and that’s what makes people uncomfortable I’m sure verbal orators really hated book writers analogue photographers hate on digital photogs hand drawn cartoon artists hated cartoon artists using a computer we went from charcoal and clay, to pencils and paint, to digital pixels and now ai is empowering that if you’re creative, this is a gift if you’re a storyteller, this the most exciting time in history i’ve had more fun prototyping and building with ai lately than i’ve had in years if you have an idea a story to tell a world to build you don’t NEED a big budget, big plans, a big team (Some ideas do and You can if you want) The more important part is: What is the underlying idea and story

posting this ad we made for our 4th sale we worked with the Icon team and VEO3 to make it. process was smooth—our social manager Brandon Yates come up with a concept for mushrooms as founding fathers, our growth director Sam Brunswick sent me a brief, I polished a script, we sent it off to Icon, and a few days later we had a finished ad. a project like this used to cost tens of thousands and take weeks if not months. we did it in a few days. cost a few hundred dollars. someone on IG commented: “disappointed you used ai, hire an artist” as a creative myself, i get it but also… this is a story as old as storytelling itself we used to sit around campfires and tell stories then someone started acting them out then someone refined that into theatre then books were written instead of acting them out then we had movies as an alternative to books magazines, newsletters, blogs, vlogs, radio, cinema, cartoons… and now we have ai generated visuals and vo These are just different ways to tell stories none of these formats have ever been the “real” thing they were all just different tools to get an idea/story out of one person’s head and into another’s ai is no different in that sense—just a new brush to paint with what is different is the speed and cost and that’s what makes people uncomfortable I’m sure verbal orators really hated book writers analogue photographers hate on digital photogs hand drawn cartoon artists hated cartoon artists using a computer we went from charcoal and clay, to pencils and paint, to digital pixels and now ai is empowering that if you’re creative, this is a gift if you’re a storyteller, this the most exciting time in history i’ve had more fun prototyping and building with ai lately than i’ve had in years if you have an idea a story to tell a world to build you don’t NEED a big budget, big plans, a big team (Some ideas do and You can if you want) The more important part is: What is the underlying idea and story