Ep70. Creative at the Speed of Culture and GenAI: Mover Over PR Stunts & Discover A.I.’s Business Value in Commercial Advertising from Dustin Callif, President of Tool

From innovating custom A.I. solutions in advertising since 2016 to revolutionizing how brands create content at the speed of culture, meet Dustin Callif.

As President of Tool, a creative production partner based in Santa Monica, Dustin leads a team that blends traditional filmmaking with cutting-edge A.I. technology to create groundbreaking commercial content for some of the world's most recognized brands, like Toyota, T-Mobile, and Coca-Cola. He is also responsible for founding Tool’s Experience group, which has been at the forefront of experiential design and creative technology.  

On stages at conferences like MAICON, SXSW, and Cannes Advertising Festival, he shares Tool’s approach to developing their evolved creative production model, providing unique solutions for brands, including training A.I. on a brand’s owned assets.

In today’s conversation, you'll hear how Tool is pushing the boundaries of A.I. in advertising while maintaining high creative standards and commercial viability through their campaign work in addition to workflow and content pipeline optimization. Dustin shares impressive case studies, including how they created a television commercial for Under Armour in four weeks without the actual talent, all enabled by A.I. and traditional post-production editing. Another one is an innovative approach of creating modular content for Starburst that is different every time for the viewer, deploying what he calls “A.I. Style Transfer.” Not only does Tool put A.I. to work, but they also identify world-class A.I. talent, matching directors, like Creativity Squared guest Nem Perez, with innovative agencies and brands. We also discuss the evolving legal landscape around A.I.-generated content for brands.

Join us for an insider's look at how A.I. is transforming advertising and content creation from one of the industry's leading innovators who not only embraces the creative possibilities but leverages A.I. to drive real business value and efficiency.

EPISODE SHOW NOTES: https://creativitysquared.com/podcast/ep70-dustin-callif-creative-at-the-speed-of-culture-and-genai/

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