"AI has made making anything pretty easy, so [creatives] shouldn't just take the defaults that come out, but push those thoughts to surprising places, and lean into the technology without skipping those core steps that need human intervention."
"applying your taste"
"iterating and pushing past that first draft"
"We really want to represent the idea maze, as we call it,"
The product includes an "almost magic button" that turns a static image or prompt into motion, enabling rapid idea exploration. The creative team emphasized that AI makes creation easy, so creatives should avoid taking default outputs and instead push ideas to surprising places while preserving human-led steps. Creative work requires applying taste, iterating, and pushing past the first draft. The campaign was designed to feel both very human and a bit more aspirational, using closely cropped photography, playful graphics, and a short, punchy line. Photographs capture small gestures that put the maker in control and visualize an "idea maze."
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