The Big Games Shittiest Beer is exactly as it sounds. Columbia humoured us to brew a branded beer, “Nature Calls”, that in the brewing process, used water infused with black bear droppings, before being distilled and made safe for human consumption.

With such a punchy campaign comes the supporting content seen below. For this, I worked closely with Ben & Mike, proposing an AI & post workflow to bring the bear creative to life.

The proposal workflow would start with generating style frames for approval - e.g. bear in warehouse, bear on forklift, type of forklift, branded beer can/containers, etc. We’d then move on to keyframe statistics for the footage-gen models to work between.

Our hybrid editor then pulled together the edits as you would in a conventional edit workstream. Cherry picking the best renders whilst also applying some light masking / roto in areas to pull the best elements from each export. Once satisfied with the offline edits, I oversaw the sound design carried out by No. 8 ahead of onlining all final assets for delivery.

This production was a great opportunity to use an AI workstream that collaborates with conventional post-production techniques to create a fun series of humorous content. AI software utilised for this included Imagen 4 & Nano Banana as well as Runway & Veo 2.