Better Nature launched 'Believe in Tempeh', a TV and out-of-home campaign by London agency Impatient Ideas, built around Fred the Fox, a chicken-loving fox who cooks tempeh instead. It began as a teaser billboard, half of it left blank until the film went live.
The film opens in horror-movie black and white with Fred sharpening a knife over a trembling hen. Then the music turns and the blade comes down on a loaf of tempeh.
Where AI sat: Images of Fred and his kitchen were generated using OpenAI's GPT Image 2, then tidied up in Photoshop. — The Drum
On the record:
A brand mascot is a bold move for us, but we knew we had to think differently
Today in Creative AI
Runway launched DIFFUSE last week, a platform where brands, agencies and studios search for and hire AI-native creative talent directly.
The jobs research underneath it is Runway's own: the team read more than 1,000 open creative postings from nearly 400 companies, and 17% of them ask for AI skills or generative tools.
Treat the numbers as a vendor's, because they are. The shift they describe is the one showing up in every production conversation this month.
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The Read
Both stories are about where the AI-native person sits, not where the model does. Impatient Ideas had a named artist spend days pushing the fox to land between real and toy-like.
Runway has now built a marketplace for hiring that person. The craft did not vanish into the tool, it moved to whoever can direct one.
For brands: Ask your agency who operated the generative step on your last job, by name. If the answer is a product rather than a person, you bought a render instead of direction.
For agencies: Put the tool chain in the credits you send to press. Naming Higgsfield, GPT Image 2 and Seedance 2.5 is what lets this read as craft rather than a shortcut.
Tool Review → Buffer
Scheduling and publishing across every major platform, with an AI assistant that writes platform-specific variants and repurposes what you already made. Free tier, Essentials from $6 a month per channel.
For a small team the job it does is the unglamorous one: keeping the cut-downs going out for six weeks after the launch film. The honest limit is per-channel pricing, which lands between $90 and $180 a month once you run 15 accounts.
Worth it if you publish on a handful of channels and want it off somebody's desk. Skip it if you need social listening or a unified inbox, because Buffer has neither.
