Combining AI artistry & real-life art dept.

Ballantine’s needed a suite of films to connect with diverse Polish people on four themes. This required lots of locations and extras, which weren't in the budget.

We overcame this through a hybrid AI and traditional film approach, creating bespoke, photo-real backgrounds with AI artist Billy Boman. We put these backgrounds on a huge LED wall with a camera set up in front, and dressed the mid- and foreground with real art department and talent, working with director Priit Palumaa.

I worked with local people to fill every scene with cultural references you know if you grew up in Poland. USSR furniture, modern-day Warsaw buses, traditional dances and hot-right-now fashion. We created hundreds of iterations for each scene, to get exactly the look we wanted, with every detail dreamt up, described and generated. We took our audience to a mountain cabin, a techno club, a traditional grandma's house and many more locations, without leaving Warsaw.

In just 2 days, we shot in 15 locations (*cough* 1 studio) to get the four films the client needed.

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“5 stars, would hire again. Pete is a multi talented, digital first, creative hybrid who is very capable of taking something and just running with it. He was brought onboard when we were just entering pre-production on a project that was only a vague idea at the time. From that Pete managed to shape it into a tight creative idea, beautifully art directed, with crafted headlines and a narrative that brought home the strategy."