Building a brand from scratch in just 24 hours

That’s the challenge we gave ourselves during SXSW London, leveraging cutting-edge AI tools to build a brief, hone a strategy, generate concepts, and produce broadcast-ready marketing content – all in 24 hours.

Meet Moodlings: A new mood-enhancing gummy brand

We decided to build a new brand of mood-enhancing gummies. Our strategists used springboards.ai and Pencil to generate the name, proposition and core concept while our creatives leveraged Pencil with Veo3 to produce high-quality visual content, collaborating in a brand new way and at a speed we’ve never seen before. 

This led to ‘Moodlings’, our fictional concept for mood-enhancing gummies. We developed four brand avatars, each representing a different gummy: Mello (the chill one), Zingy (for energy), Flameboo (for confidence), and Thinkle (for focus), each with its own personality and branding. We also created cute, shelf-popping packaging and OOH ads that catch your eye, as well as some pretty big-budget concepts like giant experiential marketing campaigns to build word of mouth and viral coverage.

All this culminated in a 30-second ad, again, built using Veo3 and Pencil - plus some talented humans nipping and tucking here and there. The Moodlings brand and ad even earned a spotlight in Google Cloud's latest blog.

Made-up brand, real results

We decided to stress-test the campaign using three different platforms to provide insights into its likely performance in the real world with three different audience types - humans, synthetic humans and LLMs.

Share of Model™

We ran the video through the Jellyfish Share of Model™ platform, which analyzes how content will be perceived by LLMs, assessing factors like brand trust, innovation, and engagement. The video scored an impressive 8.9 for engagement and 8.3/10 overall, with engagement standing out as a key strength.

System1

System1 tests ads with human respondents for emotional impact, branding and predicted sales effects. The Moodlings video scored 3.7 on their 5-star rating for emotional impact, ranking in the top 10% of ads, far above the vitamin and wellness category average of 2.0. (Mello and Zingy drove the highest emotional peaks!)

DAIVID

DAIVID is an AI-powered platform providing rich creative effectiveness data. The video scored 6.14/10, surpassing their norm of 5.8, with warmth, interest, and calmness as key emotions.

Summary: Human & AI collaboration is the way forward

This campaign truly demonstrates how the creative teams that have been building brands and making them shine will start to work in the future. It’s not one or the other; it’s a combination of the two - human creativity boosted by AI’s speed, with AI’s agility harnessed and tempered by experienced, talented humans. A harmonious yin and yang that may feel very futuristic now, but we expect it to become the new normal before you know it.