The concept of the entire advertisement is based on the contrast between two worlds. The first office resembles the gloomy atmosphere of films such as The Matrix or Seven, while the move forward itself is expressed in an action-packed way. The hero of the spot sees his stagnating colleagues and decides not to end up like them. He symbolically moves the mouse forward and clicks, setting the whole story in motion, and the hero flies between buildings like an action character towards a new job.
"We thought long and hard about how to grasp the concept of moving forward so that it wasn't just an abstract notion, but something tangible. A job in which you don't use your potential in the long term draws you into stagnation, where you cease to be proactive. And unfortunately, we see people who get stuck in this for years. The turning point when you say to yourself, 'Enough, I have to move on,' is exactly what we want to support. The world is changing faster than ever before, and if you don't keep up, you lose the chance to grow. AI allowed us to try a bolder concept and gave us the freedom to create a scene that is visually memorable," says Filip Mikschik, CEO and founder of StartupJobs.
Each shot required hundreds of iterations
The entire spot was created by the marketing agency Ydeal using more than nine AI tools, each of which excels in a different area. Midjourney, Flux, Nano Banana Pro, Z-Image, Topaz and Soru were used to create the images. The agency generated the videos mainly in Kling, but also in Seedance and Veo. According to the agency, some models handle textures, others movement or composition, so it was necessary to carefully coordinate their use according to the needs of each shot.
The concept took two and a half months to develop, followed by about a month of fine-tuning the details before the actual generation. Simpler shots required around a hundred generations, while more complex scenes required several hundred. The agency prepared input photomontages for each shot so that the video models knew what to create.
Video: StartupJobs: It's time to move forward
For more complex scenes, the AI team selected individual frames, reconstructed them manually, and only then generated the final video. "No shot was immediately usable. Surprisingly, the mouse click shot was problematic, even though there are a huge number of similar videos," adds Alexander Bruna, founder of the digital agency Ydeal, about the creation of the spot.
"AI alone cannot create an advertisement. It generates hundreds of possibilities, and a person selects, combines and finalises them. Our team's work was necessary in every part of the process, from the idea to the creative concept to the final selection of shots. The idea and creative concept were developed entirely without AI. Moreover, the models are not predictable, so each project requires dozens of experiments. For example, the input images for the shot with growing moss were difficult to generate, as was the sequence with the office chair ride. The physical aspect of unrealistic shots still poses a major challenge for AI. Therefore, even for future projects, AI is a tool, not a creator. The creative idea must always come from a human being," concludes Bruna.
Source: mam.cz