Marcus Byrne
ABOUT
Runway brief for Vera Blood Orange Soda. Adrian Elton wrote the first draft of the script, then invited me to collaborate on the making of the spot. This marks our first collaboration, and what a joy it was to roll up our sleeves in pursuit of a shared project. Our mutual backgrounds in advertising and AI meant we shared not only technical expertise across the AI video landscape, but a broader appreciation of what makes for compelling advertising storytelling. We chose to address the brief insight laterally rather than explicitly, with the sweet, tart and complex character of the soda embodied in the inherent affability and resilience of the pathology nurse. The central conceit is that the blood orange soda is produced by drawing the juice from each blood orange in a pathology clinic. The music is an original piece that Adrian composed and recorded without the use of any AI. The electric piano, for example, is a real vintage Fender Rhodes that I bought from a pawn shop many years ago.
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PROCESS
We created our submission for one of Runway's fictional products: Vero Blood Orange Soda for the #RunwayBigAdContest. Myself and Adrian Elton put our AI chops together. The process was enjoyable, we refined our workflow, plenty of research and prep and debated the merits of every shot and frame. In fact, you might say the final cut was truly the product of blood orange, sweat and tears. Adrian went and got a blood test and shot all the elements. Everything in the video exists. This was a great opportunity to push each other with a very single minded north star in mind.
Credits
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