In partnership with
Australian distillery Archie Rose has launched in the US with a 1:45 parody of a whisky commercial starring its new co-owner, Chris Hemsworth. He tells a stranger, played by his brother Luke, how he took Australian whisky to the world.
Hemsworth had two shooting days. So Citadel, the line producer, had Berlin studio Lipstick make the desert, snow, ocean and clifftop scenes with AI, and director Justin McMillan briefed it scene by scene.
Where AI sat: Chris and Luke Hemsworth star in a whisky commercial parody for the Australian distillery, combining live action with AI-generated sequences. — shots
That constraint is actually why we turned to AI for the exposure sequences: there simply wasn't time to capture those elements on film in those environments, so the hybrid approach became the solution, not a workaround.Kate Blythe, Chief Customer Officer, Greencross
Today in Creative AI
Pika put its studio inside ChatGPT on October 16: more than 40 creative apps and 100 models. One of Pika's examples gives an everyday product "the luxury-commercial treatment" from a few reference photos.
A timeline in the chat adjusts timing, regenerates single clips and adds music. Every claim here comes from Pika's own launch post, so treat it as a demo.
Today’s Sponsor:
A Single Typo Shouldn’t Cost You a Sale
A shopper types “running shos” and gets nothing back. Another types “red waterprof trail runners under $150” and hits the same wall. Both knew what they wanted.
Traditional site search relies on exact keyword matching, leaving shoppers stranded at “0 results found” screens.
Gladly understands what shoppers mean, typos and all. Instead of a dead end, they get products that fit what they asked for and a conversation that keeps them shopping.
The Read
Pika puts the brief and the edit in one chat. Lipstick got its brief the old way, from the director on a call.
It's good advertising: the parody plays it straight, and the AI scenes only have to be as unbelievable as the story.
For brands: If your star has two days, script around them. Shoot the scenes where the talent plays off someone, and give the impossible locations to AI.
For agencies: Brief an AI studio like a film crew: environment, wardrobe, whether the star is sweaty or wet.
Tool Review → Birch
Birch, formerly Revealbot, manages ad accounts on Meta, Google, Snapchat and TikTok. For up to $10K in monthly ad spend, Essential is $49 a month and Pro $99, or $45 and $91 a month billed annually, with a 14-day free trial.
A brand entering a new market, as Archie Rose is, has new budgets to watch daily, and Birch turns that into automated rules. The catch: the price follows ad spend across every connected account.
Worth it if a team babysits budgets across several ad accounts. Skip it for one account checked weekly.
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