PLAYE Uses AI Production For New Fortescue Campaign
Production agency PLAYE utilized generative AI to create a video campaign for Fortescue, aiming to reduce costs and bypass traditional production complexities. The team emphasized the need for human oversight to correct AI-generated visual inaccuracies.
Why it matters
This case study highlights the practical application and limitations of AI in professional creative workflows.
Creative production platform, PLAYE has used an AI-enabled production process to create a video for Fortescue, to avoid the cost and complexity of a traditional live-action shoot or full CGI build.
The campaign will run on Fortescue's owned channels.
The agency's creative partner Keir Crighton assembled a team led by senior creative director Paul Mansfield, to develop the campaign from initial storyboard through to final cut. The team refined transitions and visual style throughout production, working within tighter budget and time constraints than a conventional shoot would have.
The project demonstrated how AI can open new production pathways for enterprise brands, particularly for creative ideas that may have been considered too expensive, complicated or impractical.
"AI might give you a B+, and you need to then take it to an A+," said PLAYE founder and chief executive Mitch Brown.
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