In partnership with
Fondazione Buzzi, the foundation for a children's hospital in Milan, has a 30-second film in which a child astronaut travels through the city at an impossible scale. Coo'ee Italia conceived it, and production company I Sognatori produced it.
Director Tommaso Pizzamiglio generated the video, music and voiceover with AI, using photographs of the real child as the reference for the scenes. He then worked the expressions, continuity, framing and edit into one journey, from a child's imagination to the hospital.
Where AI sat: Tommaso directed the film and handled the AI generation of video, music and voiceover. — Ads of the World
Today in Creative AI
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Runway Agent, with Claude doing the reasoning, turns a brief into a plan, picks a model for each shot and assembles the piece.
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The Read
Runway Agent promises to take a brief to a finished piece. On Buzzi's film, one credited person handled the AI video, music and voiceover, and the edit too.
Thirty seconds and one child carry it, which is the right size of brief for a charity.
For brands: Start the generation from real photos, with consent. Buzzi's scenes took their reference from photographs of the film's protagonist.
For agencies: Budget the finishing, not just the generation. Expressions, continuity and the edit are what join generated images into a film.
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For a charity film like Buzzi's, a small team can schedule the posts, approve them and answer comments in one place. The limits: two users on Professional, and Zapier needs Advanced at $199 a month.
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