How AI Enabled the Art of Refreshment in This Gorgeously Satisfying Seagram’s Ginger Ale Campaign

There’s nothing like the moment of opening up a crisp sparkling drink. There’s a haptic, kinetic, and sonic magic in that clean click of the can or bottle opening, and the carbonated interior bubbling up in response. It’s the feeling of knowing that taste is just moments away. 

In our industry, there are few people who have learned to capture that moment with greater skill than Martin Wonnacott, the director, photographer, and co-founder of cake-factory. His work for the likes of Coca-Cola, Tanqueray and countless other beverage brands has earned him a reputation as the go-to filmmaker for clean and sumptuous product photography. So it was little surprise that, when putting together spots to promote their ginger ale, Seagram’s reached out to Martin alongside the production experts at HONE. 

Above: A thirty-second edit of the mouthwatering ad in question. 

However, this particular project threw up a challenge which required a unique solution. Against significant time and budget constraints, the team needed to craft a backdrop against which to showcase their stunning product film. And so, Martin turned to AI. 

“The task was to create a scene that reflected the brand design in a subtle and stylistic way”, says Martin. “To build a set would have cost tens of thousands of dollars, so I opted for a printed backdrop approach”. 

And in designing that printed backdrop, the director turned to AI. It was an approach which had the full support of Martin’s production partners at HONE. 

“Our timing to produce this work was down to days rather than weeks, so we needed a quick solution to add production value to the campaign”, notes Owner/Co-Head of Production Matt Mattingly. “The AI-generated backdrop Martin developed was a fantastic approach, and it was exciting to see how this tool can be used to gain efficiencies”. 

At a time where many creatives are wondering about the technology’s impact on their work and careers, there’s a certain level of positivity in seeing AI used as a creative enabler rather than a replacement. “I opted for AI so that I could create something unique with the right circular design and mood, explains Martin. “Plus, having two large backgrounds printed at different scales enabled me to change when shooting wide or macro shots. Without AI, it would all have to have been built manually”. 

Above: A fifteen-second cutdown. 

Looking back, the decision to go with AI for the project feels like a no-brainer. And in addition, it’s given the team a platform on which to build out the visual style of future campaigns. 

“This was the first video content Seagram’s Ginger Ale has produced, so we were developing the visual aesthetic for this format for the first time”, notes Rebecca Smith - director, creative production at The Coca-Cola Company. “Using AI to generate the stylized backdrop - as opposed to building one practically - gave us the flexibility we needed to quickly create a look and feel and have it approved by the brand team.” 

“I’m excited about the future, as the industry has always been evolving and should evolve”, adds Martin. “I see AI as a tool to help with creative and practical points in the process of creating great work”. 

In this instance, it’s been precisely that. Whilst the industry grapples with the big questions regarding AI and automation, we’re already seeing evidence of the tech being put to work on the ground. And, as this gorgeously realised campaign shows, it’s being used to the overall benefit of the creative.