thumbnail image
  • About
  • Work 
    • Creative Director: Brand Video
    • Content + Strategy: Originals
    • Collabs: Creator/ Influencer
    • Collabs: Celebrity
  • Awards + Honors
  • Clients + Credits
  • Resume + Reels
  • Watch 
    • BJ Barretta+
    • 24/7 Stream
    • Install on Roku
  • …  
    • About
    • Work 
      • Creative Director: Brand Video
      • Content + Strategy: Originals
      • Collabs: Creator/ Influencer
      • Collabs: Celebrity
    • Awards + Honors
    • Clients + Credits
    • Resume + Reels
    • Watch 
      • BJ Barretta+
      • 24/7 Stream
      • Install on Roku
  • About
  • Work 
    • Creative Director: Brand Video
    • Content + Strategy: Originals
    • Collabs: Creator/ Influencer
    • Collabs: Celebrity
  • Awards + Honors
  • Clients + Credits
  • Resume + Reels
  • Watch 
    • BJ Barretta+
    • 24/7 Stream
    • Install on Roku
  • …  
    • About
    • Work 
      • Creative Director: Brand Video
      • Content + Strategy: Originals
      • Collabs: Creator/ Influencer
      • Collabs: Celebrity
    • Awards + Honors
    • Clients + Credits
    • Resume + Reels
    • Watch 
      • BJ Barretta+
      • 24/7 Stream
      • Install on Roku
  • UNLOCKING AI-POWERED VIDEO CREATIVE AND STRATEGY

    Storytelling is everything, even when tools change.

    As an Executive Producer and Creative Director, my expertise in emotive storytelling has helped world-famous brands win the war for attention. I launched the Upworthy brand studio, grew it into one of the most-viewed social publishers, and earned dozens of industry awards, including Digiday’s “Best Video Publisher for Brands” and a Webby.

    What has changed are the tools. AI video can be a powerful accelerator, but it can't be a substitute for taste, strategy, and experience. I bridge that gap, applying a creative director’s craft to an engineer's algorithm to create work that is both innovative and effective.

    broken image
    broken image

    Unlocking the New Production Model

    Case Study: FanDuel x Rocket Mortgage Parody Commercial

    The Concept: A :30 parody spot that felt timely, sharp, and visually cohesive—a perfect test for a hybrid workflow that blends human direction with AI generation.

    The Old Way: costs around $100,000+ | 8 weeks from kickoff to delivery

    AI Production: costs around $2,500 | 8 hours from start to finish

  • Behind the Scenes: Insights from the AI-Creation Process

    Fusing Experience with AI

    Creating the FandDuel x Rocket Mortgage parody spot wasn't a simple "type and create" command. It required nuanced direction to overcome the inherent limitations of today's leading AI models, where even with careful prompting, the success rate for a usable clip is only about 10%.
    The generated output is just raw material. The real work happens in the edit using professional tools. This is where a project goes from being an AI experiment to a professional, polished piece of media.
    This process proves that great AI-powered creative doesn't replace human talent; it augments it. True mastery lies not only in using the tools but in guiding them with the timeless principles of storytelling, audience development, and proven distribution strategy.

    Craft Over Command

    • Strategy is the Seed: A brilliant prompt can't save a bad idea. I start with the 'why'—the audience, the message, the goal.
    • Directing Against the Bias: AI models are predictive; they default to common patterns. Prompting against the model's bias demands a deep understanding of how it interprets creative language.
    • Orchestrating the Workflow: This project involved separate, specialized models for scripting, video generation, custom audio, and on-screen graphics, all orchestrated to work in concert.
    • Maintaining Consistency: A 30-second ad is assembled from multiple short clips. The core challenge is maintaining consistency and preventing key visual elements from "drifting" between shots.
  • Benefits of AI-Driven Creative

    • Execute True Creative Testing: Develop and test multiple distinct video concepts to see what truly resonates, rather than committing an entire budget to one.
    • Content Marketing: Fill your feeds with fresh, daily posts that grow your audience.
    • Paid Social: Spin up high-performance ads for TikTok, Facebook, and Instagram.
    • Television Commercials: Create broadcast-quality spots for Connected TV, where targeted media buys can begin for as little as $500.
    broken image

    AI Product Placement

    Demo of AI-generated product placement

    The ability to incorporate actual, detailed products, branding, and packaging into AI-generated videos is a huge unlock.

    broken image

    AI-Generated Trailer

    The Prompt (parody of Apple TV's The Studio)

    A meta-parody about AI video generation. Scenes generated in Veo 3 and put together in Adobe Premiere.

    broken image

    AI Commercial Parody

    Progressive Insurance AI-Generated Parody

    Evolving my skillset to create a consistent character across scenes (a challenge for Veo 3) using precise prompt language.

  • Surreal Art Experiments

    Pushing the Visual Capabilities of AI Video

    broken image

    Kitchen Nightmares

     

    broken image

    Picnic Nightmares

    broken image

    Dreams and Nightmares

    broken image

    Solar System Nightmares

  •  

    CONNECT WITH BJ

    broken image
    broken image
    Cookie Use
    We use cookies to ensure a smooth browsing experience. By continuing we assume you accept the use of cookies.
    Learn More