Santa Has A New Elf This Christmas Season: AI

Rediffusion AI Design (RAID) Studio has developed a video for Tata Power, entirely through AI. The project combines creativity with advanced technology, setting a new benchmark in AI-powered visual storytelling.

The one-minute-long commercial builds on the Duniya Apne Hawale corporate campaign of Tata Power where the globe—Mother Earth—is subjected to a lot of abuse until it is rescued by young children. The Christmas film is an extension of the same thought—the younger generation protecting the planet in partnership with Santa Claus.

“The most important part in building the commercial was getting the prompts right,” says Pramod Sharma, National Creative Director of Rediffusion. To develop the commercial, RAID used Midjourney to generate about 600 images that were shortlisted and fine-tuned using more prompts. Software was then used to translate the images into video.

The AI project led by Yogesh Sadekar involved meticulous attention to detail, with precise AI prompts crafted to achieve the desired expressions, lighting and visual aesthetics. “Getting Indian skin tones right is actually tougher than it seems,” adds Neilloy Chakravarty, Head of RAID Studio. The music too is AI-generated, resulting in a visually stunning and impactful video that demonstrates the potential of AI in redefining the creative process.

A significant amount of time was invested in crafting precise AI prompts to achieve the desired output. Every detail—from expressions and lighting to the overall visual aesthetic—was created, crafted and refined. “AI is in its trial phase and is still expensive. However, eventually it will save lots of time and resources,” says Sharma.

The first of many to come, Sharma says that AI’s potential will continue to unfold in the future, enabling them to deliver campaigns significantly better than the current one. “If AI is the way forward, you just embrace it,” he signs off.