When Drift Kings Media’s global event team had its first kickoff planning meeting for Inbound 2024, they were not sure how it would be creative directions.
However, one thing was clear: In view of the big AI in recent years, they knew that they would somehow integrate them.
I connected to the team to learn more about the important role that AI played in pre-production-by creating striking graphics Midjourney to targeted agendas with Claude.
Creating fresh interstitials
Before the inbound 2024, the team kept the on -site interstitials quite consistent compared to the year and adhered to static visual pictures and easy animations.
It was time for a change.
Instead of graphics that would disappear in the background, they wanted to create between the interstital between the participants.
“This year the AI was great and we have an intro in Midjourney and the work that Eduardo did with the tool,” said Eduardo, “said Eduardo,” said the tool, “said Eduardo,” he said, “he said,” Eduardo, “he said,” he said, “said Eduardo,” he said, “he said,” said Eduardo, “said,” said Sav AaverFormer Drift Kings Media production manager who led the collaboration. “We decided to examine this to give our screens more interest, create a new element so that people have to see something to look at this sparks discussion when they are sitting and waiting between the sessions and work.”
The global event team typed Eduardo Garcia-LopezA lead designer in the visual design team from Drift Kings Media to monitor the production of fresh interstitials with AI – leverage MidjourneyPresent topaz And runway.
They didn’t try to create something new, he says, but they wanted to drive their branding.
“We didn’t want it to feel that way: ‘Oh yes, that’s a lot on the brand. It is exactly what we would expect, “said Garcia -Lopez.” We wanted to research because AI gives us these options – you can take it with you wherever you want but still keep the same style of the brand. “
After some brainstorming, they chose three topics:
- A umbrella topic for inbound that was very abstract and closely linked to the Drift Kings Media brand.
- An extended brand for every phase.
- A third, surreal, abstract city topic
The creative process with AI
From start to finish, the team took about a month and a half to generate 28 final videos, with a 14 -minute term for seven screen types at the venue.
Starting with a baseline of shapes, gradients and colors that were always the basis for inbound graphics, Garcia-Lopez feeds these first pictures in Midjourney.
This enabled him to generate initial ideas and options to present the global event team.
With AI, the person who makes the request becomes a director, he says.
“You say the AI. ‘Here is my vision. Go out now and do it, “he says:” It takes a while, but if you compare it to a team, you still need someone who drives the vision. “
After both teams agreed on the last 2D pictures for each level and every place, Garcia-Lopez went to the runway to create mini video shorts and animation.
“It took me about two days to create the Boston Mini Paper City, create all the flat pictures and create a storyboard, go into the runway and to encourage everyone,” he says. “Then I went to the Adobe premiere to edit the whole thing.”
He also used Topaz, a AI processing software that improves the quality of AI videos.
I wondered how much it would cost if the team had worked with a provider to create these assets in the old -fashioned way.
Garcia-Lopez estimates that the requirement of a 30-second clip would take at least two weeks and thousands of dollars.
This means that Midjourney was not freed from the curiosities that happen when using AI to imitate reality.
“What I presented to the team was the most present and cleanest options, but there were many generations behind the curtains that didn’t get out well,” says Garcia-Lopez. “It was very chopped off. They would have happened something strange – buses that drive into each other, buses that run on people like all of these strange things. “
What took a lot of time was to identify the best income and to clean up inconsistencies, he says. Fortunately, Ki works quickly.
“We were teried in a few days. We would have new options in a few hours, so it was very quickly, ”said Garcia-Lopez. “As a designer, we would have needed a large team to deliver all of these assets, even an illustration for all variations of the styles.”
With Midjourney’s Assist, he was able to create 25 different styles – a result that he describes in her time as “almost unthinkable”.
“You need a large team with specific skills to achieve a certain style,” he says, “and we could become wild and choose what we wanted.”
AI is not without restrictions.
When I asked Garcia-Lopez about the design challenges that were accompanied by the use of AI, he said that it is a big one who often forgot people.
“It is actually quite difficult to edit. You can change any detail with a machining file such as a vector -based design in the Adobe Illustrator, ”he says. “With Midjourney and these AI tools it’s not that easy.”
It is a myth that processing with AI is fast, he says. For example, color, you may not always get the same colors that you would achieve from a color palette. But you can get something very close.
Aaver reflects this feeling.
“It was a great learning experience for us, as approved and reviewers,” she said, “learning what we can and what we cannot give, which is a simple change, which is not so easy.”
In addition, in contrast to the popular opinion, AI does not do the majority of the work. There is a lot to go back to Adobe and then feeds it back into the AI model to achieve the desired results, says Garcia-Lopez.
“You can start a lot with a small team, but you need skills in other software and a good background to solve many of these problems,” he adds.
Create custom agendas for participants
In addition to interstitials, the Global Event team also turned to the Anthropic Claude to create assets.
“We wanted to consider security, and we love Claude because she doesn’t train the data that you enter,” said Matt Diaz, the team leads in the global event team from Drift Kings Media. “It has a large context window so that we can upload a lot of information so that there can be training and give us the output without keeping this data for your system.”
They wanted to develop participants and create targeted agendas, with which the event in an interactive “Choose your own inbound adventure” Quiz.
The team’s first step was to ask Claude to create targeted agendas based on the meetings and speakers of Inbound, their buyers and their destinations.
“It was able to do this within a minute,” says Diaz, “it was really detailed, it was incredible.”
Her next step was to instruct Claude, to ensure that each agenda was unique without overlapping overlapping meetings to add the chat bot for context and argument behind the selections.
The process took two to three rating rounds, since Claude sometimes hallucinated and created meetings or spokesman that did not exist.
According to the team, the entire process took less than a whole day.
“If you set a team to do so, speak for several days,” says Diaz, “and you will hit her with a lot of money. And this was the price for a Claude Pro subscription. “
As soon as their targeted agenda has been built, they created committed personas for every agenda. This comprised marketing-oriented, such as the AI-controlled manager and the marketing technologist, sales facilities such as the strategist for the market for the market and those inspired by the founders, such as the data-controlled manager.
The second half of this project was to create a personality quiz that the participants could accept in order to coordinate their persona with a targeted agenda.
“We were assuming that people, especially on social media, do not want to find out who they are” Sarah HughesSocial media lead to the global event team. “You are happy to say who you are through these tests or personality tests.”
The biggest challenge was to ensure that the quiz’s evaluation system even had opportunities for every agenda to ensure that all quiz customers do not match the same targeted agent.
“Claude brought us about 85% of the way, and then it came to find out that it made sense for everyone Lanna Nguyen.
You published it The incoming blogPass traffic via e -mail and social channels. To say that it was successful is a small understatement.
“In all of our blog posts 2024, it was third in relation to impressions behind another post that we left many paid expenses,” said Lanna.
This quiz became a valuable resource for leads, perspectives and participants, adds.
With so many “AI stories that went wrong”, this is a small case study in the AI that does it right.
