What are your thoughts on behind-the-scenes views versus technology as proof of providence? There are ways to prove there was someone behind the camera, as opposed to it being done through AI, and even have a sort of chain of custody through editing. Do you think there is any potential in this, or if the behind-the-scenes content is so interesting that that becomes its own editorial lens?
Ah! Well the best possible way to "prove reality" is for platforms to have some sort of authenticator, similar to SynthID. That will always be the best possible option, because I've already seen AI-generated fake BTS. The platforms aren't very incentivized to do this though because AI tricking people is very engaging unfortunately.
Super interesting read, thank you. It brought to mind Maggie Appleton's essay on the value of proving you're a real human on the internet, basically the same move you're describing but for individuals instead of brands: https://maggieappleton.com/ai-dark-forest.
I love this analysis so much, and how brands like Hermes and Crown Affair are using illustration in their content as a tool to convey craft and creativity, or how Chamberlain Coffee used claymation that was clearly very painstaking to create. Beyond the fact that humans were responsible for creating it, this type of content stands out in the feed and begs the viewer to want to know more about how it was created. This leads to deeper layers of storytelling - I loved this BTS video the Chamberlain Coffee crew put together for the claymation content and then tied it back to the tagline/caption: "Handcrafted, just like our coffee." So brilliant.
You touch on something I have noticed in advertising for a while now, the rise of analogue signifiers in digital productions. Images using film 'frames' (particularly obvious when they are colour on a b&w stock) or video snippets apeing Super 8 aesthetics.
I feel like I need to start collecting examples, of both 'real' and 'fake', as it's a trend I see growing in the coming years.
Thanks for including me, Rachel! Such a great topic—will be interesting to see how this idea of film edges might show up across industries... excited to find out together ; )
Not sure I am so aligned with either your thinking or concerns. But do appreciate your thoughtfulness.
Not to get meta physical, but what is "proof of reality" - feels like a 2008 argument about shooting on RED vs Film. Or a Japanese woodworker chastising me for using my power drill. Anyone remember the Danish Film movement Dogma95 and how that got everyone talking?
Goodspeed's line about - "Viewers care about how things are made, even if they don’t always know how to articulate it." This is true if you are buying clothes or a car not when your consuming an ad for SweetGreen. I think it is a leap to think people will connect "how you make your ads, to how you make your salads"
People want to feel something. They want to emote.
People are so precious about this, I often wonder why. Maybe I have seen too much change and realize we are just in for more. For me, the question is not "proof of reality" but rather, If we are limitless in our artistic endeavors, what new stories will we tell?
LOVE this analysis. Thank you for putting into words what I’ve been trying to articulate with other creative friends!
Thank you Rachel! So awesome to be included in this extremely thoughtful analysis. Humans creating rad shit>
Yessss. Thanks for chatting with me for it!
Your comment on Succession reminded me of this interview with the woman who directed the Gemma episode (on film) in season 2 of Severance: https://www.esquire.com/entertainment/tv/a63936833/severance-episode-7-director-interview/
yes!!!
What are your thoughts on behind-the-scenes views versus technology as proof of providence? There are ways to prove there was someone behind the camera, as opposed to it being done through AI, and even have a sort of chain of custody through editing. Do you think there is any potential in this, or if the behind-the-scenes content is so interesting that that becomes its own editorial lens?
wait sorry can you phrase your q differently! want to make sure I understand!
You've described one way to do proof of reality: behind the scenes content.
There is a second way: using technology to prove the content was shot using a camera and that there were no shenanigans during editing.
What roles do you think these two distinct approaches will serve for providing proof of reality?
Ah! Well the best possible way to "prove reality" is for platforms to have some sort of authenticator, similar to SynthID. That will always be the best possible option, because I've already seen AI-generated fake BTS. The platforms aren't very incentivized to do this though because AI tricking people is very engaging unfortunately.
Super interesting read, thank you. It brought to mind Maggie Appleton's essay on the value of proving you're a real human on the internet, basically the same move you're describing but for individuals instead of brands: https://maggieappleton.com/ai-dark-forest.
This is the best article I have seen about brands and their use of AI yet, and it's a really useful thought-provoking conversation starter for us.
would love to know other famous and best examples of brands using AI on social media
Thank you for thoughtfully articulating all this. Blech @ the AI toast.
I love this analysis so much, and how brands like Hermes and Crown Affair are using illustration in their content as a tool to convey craft and creativity, or how Chamberlain Coffee used claymation that was clearly very painstaking to create. Beyond the fact that humans were responsible for creating it, this type of content stands out in the feed and begs the viewer to want to know more about how it was created. This leads to deeper layers of storytelling - I loved this BTS video the Chamberlain Coffee crew put together for the claymation content and then tied it back to the tagline/caption: "Handcrafted, just like our coffee." So brilliant.
Yesssss!
fantastic piece. “Effort has a halo.” ✨
This was so refreshingly needed! Thank you!
You touch on something I have noticed in advertising for a while now, the rise of analogue signifiers in digital productions. Images using film 'frames' (particularly obvious when they are colour on a b&w stock) or video snippets apeing Super 8 aesthetics.
I feel like I need to start collecting examples, of both 'real' and 'fake', as it's a trend I see growing in the coming years.
Thanks for including me, Rachel! Such a great topic—will be interesting to see how this idea of film edges might show up across industries... excited to find out together ; )
Thank you for reaching out to me and my team! this is such an interesting and top of mind discussion for us :)
Thanks for chatting with me for it!!
Soooo interesting!! I live for your content and analysis.
desperately needing more "proof of reality" marketing from brands!!!!
same
Not sure I am so aligned with either your thinking or concerns. But do appreciate your thoughtfulness.
Not to get meta physical, but what is "proof of reality" - feels like a 2008 argument about shooting on RED vs Film. Or a Japanese woodworker chastising me for using my power drill. Anyone remember the Danish Film movement Dogma95 and how that got everyone talking?
Goodspeed's line about - "Viewers care about how things are made, even if they don’t always know how to articulate it." This is true if you are buying clothes or a car not when your consuming an ad for SweetGreen. I think it is a leap to think people will connect "how you make your ads, to how you make your salads"
People want to feel something. They want to emote.
People are so precious about this, I often wonder why. Maybe I have seen too much change and realize we are just in for more. For me, the question is not "proof of reality" but rather, If we are limitless in our artistic endeavors, what new stories will we tell?