One AI-Powered Creative. **A Whole** Campaign.
How Seven Network used a single AI-powered creative from PLAYE to concept, produce and deliver a campaign at an estimated 60% lower cost than traditional production.
A full campaign, without a full production team.
7plus wanted to show that big things were happening across its summer of sport, from the AFL Grand Final and The Everest to Test Cricket and the Bathurst 1000, with social content that would stop people scrolling.
An AI-obsessed Creative Director, sourced through PLAYE.
PLAYE sourced an AI-obsessed Creative Director to match Seven Network's vision. They built a hyper-realistic AI-driven style that blended sporting moments with real Australian landscapes, using Midjourney, Firefly, Topaz and Luma alongside Seven's Red Engine for SFX.
Record time, at around 60% lower cost.
The campaign was delivered in record time at an estimated 60% lower cost than traditional production methods.
Having the ability to test these new innovative methods into our creative pipeline, without massive long term commitments gives us a unique ability to experiment.
Why it worked
Freelancers are ahead on AI
Freelancers can adopt new AI tools in real time, without the approvals that slow large organisations down.
Fewer hand-offs
One AI-enabled creative replaced a chain of specialists, so nothing got lost between steps.
Talent, not just tools
AI didn't replace the creative. It amplified someone who knew how to use it.
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