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I didn’t use AI to replace a film crew.
I used Envato to give me one.
For the #EnvatoChallenge, I created a 10-second mattress commercial using Envato’s AI ImageGen and VideoGen tools.
The interface automatically selected the best models for each generation. That meant I didn’t have to think like a technician switching between tools—I could sit in the director’s chair and concentrate on the things that actually make an ad work: the idea, performance, framing, pacing and punchline.
My first generations were visually beautiful: a woman sleeping on clouds, a dream proposal, celestial lighting and sweeping fantasy imagery.
But beautiful wasn’t enough.
The AI kept pushing the film toward more spectacle—angels, petals, glowing effects and increasingly elaborate dreamscapes. Technically impressive, but emotionally generic. It looked like an AI demo, not a mattress ad.
That was my Human by Design moment.
I stripped the fantasy back and asked: what is the simplest human truth here?
Sometimes a dream is too good to wake up from.
So I turned the proposal into a joke. Just as her dream boyfriend is about to propose, the alarm interrupts him. She hits snooze, returns to the dream and tells him:
“Come back in nine minutes.”
That one decision changed everything. The clouds stopped being decoration and became a metaphor for comfort. The alarm created conflict. The interrupted proposal created comic timing. And the mattress finally became the reason the story existed.
From there, I directed and curated every choice: keeping the same woman and pink pyjamas for continuity, rejecting distorted or over-stylised outputs, simplifying the compositions, controlling the transition from dream to reality, and choosing the exact moment to break the romantic music with the alarm.
Envato handled the production possibilities.
I decided what deserved to stay.
The final line:
DREAMS WORTH SNOOZING FOR.
[BRAND LOGO:] — TOO GOOD TO WAKE UP FROM.
AI generated the possibilities. Human judgment turned them into a story.
Envato was my crew. I was still the director.
@envato #envatochallenge #HumanByDesign #AIFilmmaking #CreativeDirection #GenerativeAI #Advertising
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AI Creative Director & Consultant
For the past two years, I've worked with brands and artists at the edge of what AI can do by testing, combining, and refining tools and workflows to find what actually works, not just what looks impressive on the surface.
Some experiments succeeded. Others failed. Every one taught me something. The piece I almost didn't publish often became the one that resonated most.
That process gave me a real understanding of where AI creative work stands today and where it's headed. I stay ahead of the latest tools and techniques, but I filter for what creates value, not what's trending.
From the first spark of an idea to final delivery, I help brands turn concepts into high-quality AI content and campaigns.
Looking for strategy and guidance on where AI fits into your brand? Let's talk.
Looking for someone to create exceptional AI content for you? Let's work together.
Awesome mate!!!!
