When Rajsingh Zanane proposed this innovative concept for Pyrite Media, it piqued our interest in exploring the execution possibilities.
Do you remember the first time you watched a film that left you spellbound? For me, it was a classic film from the ’80s, with its rich storytelling and impeccable cinematography. This fusion is at the heart of VIR MDF’s TVC – not just crafting an ad, but pushing the boundaries and setting new benchmarks in digital marketing innovation.
Leveraging Midjourney for High-Quality Image Creation:
Back in our college days, I remember spending hours in the darkroom, trying to perfect a single photograph. The joy of watching an image come to life from a blank paper was unparalleled. Fast forward to today, and technology has given us tools like Midjourney, which, in a way, recreate that magic but in the digital realm.
Choosing Midjourney was a no-brainer. Their reputation for producing stellar images is well-known, but more importantly, their platform seamlessly integrates with AI capabilities. We aimed to craft images that weren’t just visually appealing but also resonated with the brand’s ethos. The process was akin to cooking a gourmet meal. You have the best ingredients (thanks to Midjourney), but it’s the chef’s skill (our creative team) that brings out the flavor.
Innovative Treatment with On-Screen Prompts:
Remember those magic tricks we used to watch as kids, where the magician would keep the secret behind the magic close to his chest? Similarly, the on-screen prompts you witnessed in the TVC have their own backstage magic. While the audience was treated to captivating visuals triggered by prompts like ‘SAW MAN’, ‘HAMMER MAN’, and ‘GLUE MAN’, the actual creation process was a bit different.
Mastering the art of prompting the Midjourney was a journey in itself. Just like a chef doesn’t reveal his signature recipe, there’s a bit of a trade secret to our process. What I can share, though, is that the prompts used during the creation were different from what appeared on screen. This subtle difference ensured that the visuals remained unique and captivating.
The climax, where the prompt ‘MDF’ showcased ‘VIR MDF’ only, was our pièce de résistance. It emphasized VIR MDF’s distinctiveness, ensuring it stood out in the viewer’s mind.
Image Refinement and Tweaks:
If you’ve ever tried sketching, you’ll know that the initial drawing is just the beginning. It’s the subsequent refining, erasing, and tweaking that truly brings the artwork to life. Similarly, our initial images from Midjourney, though top-notch, were just the starting point. Our collaboration with Prayoga Films was instrumental during this phase. We played with shades, angles, and compositions, ensuring that each image told a part of the larger story. It reminded me of my days working on indie film projects, where every frame was a labor of love.
Crafting the Video with After Effects:
Ah, After Effects! It’s like the magic wand of the video world. I recall working on a project a few years back where we turned a drab cityscape into a post-apocalyptic wonderland, all thanks to this software. For the VIR MDF AI Advertisement, After Effects was our tool of choice to transform static images into a dynamic narrative. The motion graphics added depth and movement, making the story flow seamlessly. Every zoom, pan, and transition was meticulously crafted, ensuring that the viewer remained hooked from start to finish.
Launching on Indian Television:
Television has a unique way of making its way into the living rooms and hearts of its audience. Think about those iconic TV ads from yesteryears that still evoke a sense of nostalgia. With the VIR MDF TVC, we aimed to create a similar lasting impression, ensuring it wasn’t just another commercial in a sea of advertisements.
Choosing the right platform and time was imperative. It’s one thing to create a masterpiece, but another to ensure it’s showcased at the right gallery. With careful research and a bit of intuition, we selected channels that resonated with our target demographic. The objective? To ensure that every time the TVC played, it felt like a breath of fresh air amidst the usual programming.
The response was heartening. From enthusiastic calls and messages from friends and family to social media buzz, the TVC started creating its own space in the vast landscape of Indian television.
Premiering in Cinema Halls:
There’s something magical about cinema halls. The dim lights, the giant screen, the collective gasps and laughter of the audience – it’s an experience. Deciding to showcase our TVC in cinemas was a nod to its cinematic quality. I remember the first time I watched a movie in a theater; the larger-than-life visuals left an indelible mark. We hoped to recreate that magic with our short yet impactful TVC.
The reception was overwhelming. Witnessing audiences in cinema halls react to our creation was akin to a musician hearing applause after a live performance. The whispers, the nods of appreciation, and the discussions during the interval – it was evident that the AI Advertisement had struck a chord.
Industry Recognition and Accolades:
The world of advertising and marketing is vast. Every day, hundreds of campaigns are launched, each vying for attention. But every once in a while, there comes a campaign that becomes the talk of the town.
Check out the impact our TVC had on the company’s market price.
Our TVC, to our delight, was one such campaign. Soon after its release, it started creating ripples in the industry. Branding and marketing journals featured in-depth analyses, dissecting its innovative use of AI and its captivating narrative. To draw a parallel, it felt like an indie musician suddenly getting rave reviews from top music critics!
While awards and accolades are gratifying, the real reward was the acknowledgment from peers. Conversations with fellow advertisers, marketing managers, and creative directors were filled with genuine appreciation, constructive feedback, and, at times, good-natured envy.
Conclusion:
Looking back at this entire adventure of creating the VIR MDF TVC, I’m filled with a mix of nostalgia and pride. From those initial brainstorming sessions, where the idea was just a tiny spark, to its final manifestation that lit up screens across the country – it’s been a journey worth every second.
I’m often asked, “What makes a campaign truly stand out?” Over the years, I’ve realized it’s not just about flashy visuals or catchy jingles. It’s about connecting. It’s about telling a story that resonates, that lingers in the minds of the audience long after they’ve seen it. With VIR MDF, we didn’t just create a TVC; we crafted a narrative, an experience.
A few years ago, during a trip to the hills, I came across an artist painting landscapes. Curious, I asked him why he chose that particular scene from the myriad around. He simply said, “Because it spoke to me.” In many ways, advertising is similar. It’s about finding those stories, those moments that speak to us and then sharing them with the world.
you can browse our portfolio to find if something fits your shoes and you would like to recreate that with us.
The overwhelming recognition from the industry, the discussions it sparked, and the appreciation from viewers validated our belief: When creativity meets purpose, magic happens.