Earlier this year, R/GA received a daunting task: create an ad that would have been impossible to make without generative artificial intelligence (AI).

The challenge came from Google, which wanted to show off the capabilities of its generative video model, Veo. Adding to the pressure, the tech giant gave R/GA just four weeks to make the ad.

“It was slightly terrifying,” said Nicholas Pringle, chief creative officer, EMEA at R/GA.

The result, unveiled in June, was “From the Mountains to the City,” an experimental spot created with Veo and featuring luxury fashion brand Moncler. The short film sparked conversation on social media and at Cannes Lions earlier this year, where Google showed it to a group of creative leaders.

While the platform had limitations, Pringle said it forced his t

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