PROJECT HIGHLIGHTS
Using Gen AI for an International Campaign
Solatube International, part of the $12bn Kingspan Group, is the world leader of daylighting technologies.
We created campaign films for the international launch of the Solatube Brighten Up™ skylight series using Gen AI technologies and workflows.
Premiere in Mexico City
The film was premiered in Mexico City in April 2026 for the international product launch event of the new Brighten Up™ product line, and was subsequently produced in six additional versions as well as language versions for social media
Human Centered Communication
What began as a product launch became a question about something much larger: how do we communicate the value of natural daylight?
Instead of starting with products and features, we started with something more fundamental: the relationship between light, architecture, nature, and human experience.
It was incredibly rewarding to see this direction embraced by the Solatube team and ultimately launch internationally with the support of Kingspan leadership — our sincere thanks to everyone involved in the project.
Full Length Film, Launch Version
1 Minute Version
30 Seconds Version
15 Seconds Version
Production Notes: AI Workflow
All visuals, narration and music of this film were created using a range of AI tools and models (primarily Seedance, Wan, Veo, Midjourney, Krea, Grok and Suno).
In order to find the right tone, texture, and emotional register for the visuals and music. a thousand video generations and hundreds of prompt refinements and reference images
While all visuals, narration and sound/music were created using AI workflows, final editing, grading, titles, CTAs and sound design followed a traditional post-production workflow, with added AI touches through Adobe Firefly.
The integration of generative AI into the process has expanded what can be made possible, freeing up the process, dramatically reducing logistical constraints, and enabling a more creative conceptual and design iteration process with our clients.
Back In The Mists Of Time:
The Gen-AI Bronze Age Of Spring 2025
In April 2025, things were starting to evolve at an increasingly rapid pace. Veo 2 had just been released outside of early testing, LTX Studio was producing increasingly impressive results, voice generation was becoming more usable, and we knew that Veo 3 was just around the corner. Things were starting to seriously heat up, and it was time for a challenge.
Yard Wars
While we had been using Gen AI for projects for several years by this time (April 2025), the most complex Gen AI project we had attempted this far was Yard Wars — a light-hearted Star Wars parody that told the story of the Employee Stock Ownership Program (ESOP) at billion dollar Southern California lumberyard chain Ganahl Lumber
The film explained the benefits of the ESOP programme in a fun and educational way, casting the employee and family-owned company as the freedom-loving rebel underdogs, valiantly resisting the mega corporation monopoly led by the evil overlord Darth Lumber, foisting their low-quality lumber on Southern California.
An Early Hybrid Production — 11 Minute Short Film
The project — an 11 minute long film featuring over 60 scenes and more than 100 clips — saw our team pull out all the stops in the still very unwieldy and error-prone Gen AI production landscape.
To create the film, we employed a hybrid production strategy combining live action, DSLR, iPhone and drone photography of actual Southern California locations, hand retouching, sound effects, geo-location data, dialogue and foley recordings, music and animations.
The project combined a range of the most cutting edge Gen AI video and sound tools available at the time.
Was it crazy ambitious? Yes. Was it wonky in places? For sure. Did we have fun, and learn a ton? You bet.
And we managed to tell a cohesive story, using entirely new tools, in a way which brought home the point — which is what we set out to do.
Star Wars Meets Surfer Culture At A California Lumber Yard
With many hardcore Star Wars fans at the company, the film combined nods to local surfer culture with Star Wars lore such as featuring the original music track and replicating the original Star Wars intro (now available only on collector’s VCR tapes) down to the second.
The film showcased hilariously wooden acting by Ganahl Lumber employees in leading roles, interacting with Yoda (Master Doho), Princess Leia, Darth Lumber, and fighting Stormtroopers, Walkers and combat drones in heroic battles on Southern California freeways, in hardware stores and lumber yards.
Using Gen Ai To Present Premium Paints
CO-BRANDED SOCIAL MEDIA VIDEOS
Using a range of Gen AI tools for video and music, we created a series of co-branded, direct-to-social media videos to promote Benjamin Moore’s premium paint color palettes by making their high-end catalogues come alive.
COLOR PRECISION THROUGH A HYBRID PRODUCTION STRATEGY
We met the challenge of the necessity of exact preservation of color values and sheens across a range of lighting conditions by employing a hybrid production strategy using DSLR photography, color samples and color codes as ground truth, while extending the communications to social media in a seamless and inspiring way.
