Disadvantage Can Be a Blessing in Disguise: The Balance of Leveraging AI and On-set Shooting
- Jazzy H.W.
- Apr 23
- 2 min read
Sometimes I actually enjoy working on projects with smaller budgets. It’s not because the expectations are lower or because we can “relax”, it’s because a lean budget forces a team to work closer together, collaborating creatively to power through obstacles.
For the launch of our eufy C28 robot vacuums, we took the budget for a single small video and stretched it to create six. Our goal was to explore how we could blend the benefits of AI with traditional on-set shooting to create something truly engaging.
We didn’t take this project lightly. We treated it with a "flagship" mindset: applying the same rigor to the ideation, character development, and directing as we would for a major production. I often say there is no single "right" or "wrong" way to approach a problem, it’s about finding the solution most suitable for that specific challenge.
The skeleton of the approach was a classic A vs. B comparison. We needed to show real evidence of how the C28 tackles tough cleaning tasks while keeping the content "social-friendly" and true to our tech.
Since we are targeting pet parents, my solution was simple: let our furry friends do the talking. (System1 Ad Ratings System 1 Ad Ratings show that including pets and animals in ads significantly boosts emotional response and attention, see report here: https://system1group.com/blog/animals-in-advertising")
We produced a series of six videos featuring pets "helping" clean the house, cleaning experts testing in labs, and podcast hosts discussing cleaning challenges.
We don’t use AI for the sake of using AI, we use it as a tool to help our creative ideas flourish.
I’d love to share a small secret with you: the pug, Clive, in the podcast is named after my own furry child who passed away last year; and the cat, Evie, is named after my brother-in-law’s Miniature Pinscher. It was a special way to bring a piece of them into this work.
Check out the series of videos!
Behind the scene
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