In partnership with
inDrive, the Kazakhstan-born ride-hailing app, made 'Buckle Up Your Dreams' for its home market with its in-house team inLab and filmmaker Ashot Gevorkyan. Three people drive toward their dreams, and an accident takes the dreams away.
The team's method, described for an earlier Ramadan film, was to iterate the world with AI while people held the cultural direction. The Kazakhstan film used AI in its process, and the article says no more than that.
Where AI sat: The film, which was made in collaboration with filmmaker Ashot Gavoryan and uses AI in its process, shows the dreams three individuals are moving towards and then depicts them being shattered by an accident. — LBB
On the record:
The campaign has just finished and the early response has already been strong. The films generated more than 15 million views on YouTube while TV and cinema activity reached around 7.4 million people.
Today in Creative AI
Anthropic launched Claude Motion on October 8 with Runway as a launch partner, Runway says. Claude turns a prompt and your own documents into a short animated explainer, and any animation exports to Runway for generated footage, voiceover, music and vertical or square cuts.
It is in beta on Claude Team and Enterprise plans only. The use cases Runway lists are onboarding walkthroughs, board-deck charts and all-hands explainers, so this is the deck-to-video job, not the brand film.
Today’s Sponsor:
Blu Dot surpasses 2,000% ROAS with self-serve CTV ads
Home furniture brand Blu Dot blew up on CTV with help from Roku Ads Manager. Here’s how:
After a test campaign reached 211,000 households and achieved 1,010% ROAS, the brand went all in to promote its annual sales event. It removed age and income constraints to expand reach and shifted budget to custom audiences and retargeting, where intent was strongest.
The results speak for themselves. As Blu Dot increased their investment by 10x, ROAS jumped to 2,308% and more page-view conversions surpassed 50,000.
“For CTV campaigns, Roku has been a top performer,” said Claire Folkestad, Paid Media Strategist, Blu Dot. “Comping to our other platforms, we have seen really strong ROAS… and highly efficient CPMs, lower than any other CTV partner we've worked with.”
Using Roku Ads Manager, the campaign moved from a pilot to a permanent performance engine for the brand.
The Read
inDrive's film and Claude Motion are two ends of the same shift: generation inside the team instead of outside it. inDrive's team says it keeps the cultural direction human and lets AI build the world.
Claude Motion builds the explainer and hands you the editor. Both remove a production company from the first draft.
For brands: If you have an in-house team, give it one film to make this way and compare the cost line to your last agency job.
For agencies: The first draft is leaving the building. Charge for the direction, the research and the cut that comes after.
Tool Review → Riverside
Riverside records remote interviews in up to 4K with separate local tracks for each person, then uses AI to cut clips, write transcripts and draft show notes. Pro is $24 a month billed yearly, or $29 monthly.
For a team like inLab, it is the testimonial workflow: record the real person, let the AI pull the clips, keep the human footage the campaign is built on. The limit is that the AI clip picks favor the obvious moments, so the best cut still needs an editor.
Worth it if you record people every week. Skip it if your video is generated end to end and nobody sits in front of a camera.
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