July 10, 2024

Revolutionizing The Ad-Making Process: The Generative AI Approach

Creating a coffee brand ad concept with COLLIDE-AI

Spec commercials have long been a showcase for filmmakers to demonstrate their style, competence, and ambition. However, the recent release of Gen-3, Kling, Lumalab/Dream Machine, and other Gen-AI software has ushered in a new era of creative possibilities.

Gone are the days when Directors and Copywriters write scripts, then rely on storyboard artists and Art Director to deliver style frames to convince clients of their vision. With Gen.AI, we can now start visualizing ideas from the very first word on the page.

These tools offer clients and creatives new superpowers, allowing them to experiment with different concepts, tone, and timing without incurring significant costs or time commitments. It's not about replacing traditional methods like storyboards, previz, shooting, and production – but rather exploring new ways to express a visual style or direction within the creative process.

This process demonstrates the power of Gen.AI in the creative industry. It allows for rapid iteration, experimentation, and visualization of ideas in ways that were previously time-consuming and costly.

At Collide-AI, we've been at the forefront of this revolution. Over the past few years, we've had the opportunity to use Gen.AI to create something different, something new. For example, we developed a spec commercial for a coffee brand using LLama3's scriptwriting capabilities, then translated it into prompts with comfyui and then across to RunwayML Gen-3. The result was roughly 50 generations of content that served as the basis for the edit. The footage was upscaled to 4K using Topaz and then the grade was added in Resolve.

Ritual by COLLIDE-AI

As we continue to explore the possibilities of Gen.AI in advertising and filmmaking, we're excited about the potential for even more innovative and engaging content creation.

With the brand concept below the team at Collide-AI headed by @Bob. Now We Collide experimented to see how far we could push Generative AI to create an ad that captures the mood and ritual of the first morning coffee, not only using Gen.AI to create all the vision, but also the voice over.

Interested in learning more about how Gen.AI can transform your creative process?
Let's grab a coffee and chat.

Email info@nowwecollide.com.au

February 23, 2024

Invaluable volunteering experience with Walbunja, Ngarigo artist Cheryl Davison

By Senior Art Director - Sarah Coleman

Nestled on the far South Coast of Australia lies the picturesque town of Narooma, a hidden gem surrounded by crystal clear waters and majestic mountain ranges. It is here that I had the privilege of volunteering with local artist Cheryl Davison (Overton), a Walbunja and Ngarigo woman, whose art intricately weaves together essential creation narratives and familial stories from the region.

Cheryl's art is not just a means of creative expression; it's a living testament to the cultural heritage passed down through generations. She preserves and shares the rich stories and knowledge of her culture. "To now have the shop is a really lovely way to connect with people from everywhere all over the world," Cheryl shared. "It's a way to share the stories and knowledge that I have of my culture. It's not just a business for me to sell art; it's a way to share my story and my place with everyone."

My journey with Cheryl began through the Community First Development (CFD) organisation, an entity dedicated to self-determination in First Nations communities across Australia. Driven by the vision of a better world for all First Nations people, the organisation creates partnerships with communities, allowing them to lead projects that are crucial to their development. Thanks to Ruth, a CFD officer, she went beyond her role, showing me around some of the most beautiful swimming spots, sharing meals, stories, and laughter – truly a wonderful person to get to know.

As a volunteer, my role extended beyond traditional expectations. I had the privilege of working closely with Cheryl, setting up her website, social media, creating a captivating look book, a postcard, and a certificate of authenticity for her artworks. However, the true beauty of this experience went beyond the technical tasks – it was the opportunity to connect with Cheryl on a personal level, delving into her community, her art, and building a strong friendship.

Narooma and its surrounding areas, including Tilba, provided a breathtaking backdrop to our collaborative efforts. The crystal clear waters and mountain ranges served as constant reminders of the beauty that surrounded us, inspiring creativity and fostering a sense of connection to the land.

I am immensely grateful to Now We Collide, my workplace, for their unwavering support throughout this volunteering journey. Their encouragement and flexibility allowed me to take time away from work and utilise my creative skills to make a meaningful impact on Cheryl's artistic endeavours.

This experience has been a testament to the power of collaboration, cultural preservation, and the unexpected ways in which one can contribute. It's proof that by coming together, listening, and working with communities, we can create a world that recognises, respects, and values the equality of all cultures.

My volunteering journey with Cheryl Davison, complemented by the warmth of Ruth and the support of Now We Collide, has left an indelible mark, emphasising the significance of building connections and celebrating the vibrant tapestry that defines our cultural heritage.

The Gallery website 'Garraywaa Gallery' -  http://www.garraywaagallery.com/ is live and will have an online shop to purchase her limited prints alternatively drop into the gallery for a yarn at 42 Princess Highway Narooma.

Follow on Instagram: @garraywaagallery /  @communityfirstdevelopment / @cheryl_davison_artist

Want to become a volunteer apply now: https://www.communityfirstdevelopment.org.au/ 

December 13, 2022

‘Experience the Unforgettable’ with BridgeClimb Sydney

BridgeClimb Sydney is putting one of Australia’s most iconic experiences back on the itinerary of international travellers, with a new campaign from independent creative agency Now We Collide. 

Read more

November 25, 2022

Cocentric – Unlock the Best in People

Now We Collide launches campaign unveiling new name and look for digital transformation business Cocentric. Independent creative agency Now We Collide has worked with digital employee experience company Azuronaut to rebrand, creating a new name - Cocentric - brand values and visual identity.  Cocentric improves the digital employee experience, bringing people and tech together to […]

Read more

View