AI and Live Action Unite in Tool's Latest Spec Spot

Tool of North America’s latest project, “Who Says Cars Can’t Dream?” for Land Rover, is a striking demonstration of how artificial intelligence (AI) can seamlessly blend with live-action footage in advertising. Co-directed by Erich Joiner and Ben Tricklebank, the ad portrays a Land Rover Defender dreaming of adventure after being parked overnight. The hybrid approach leverages AI for photo-realistic dream sequences featuring diverse locations and weather conditions, while reserving live-action for elements like human interactions and the car’s physical movement, where AI currently falls short in consistency and realism. The result? A one-day shoot that balances creative ambition with production efficiency.

The AI-driven dream sequences allowed the creative team to explore visually complex scenarios without the logistical challenges of traditional filming. By using AI selectively, the team could avoid stock footage while maintaining precise control over the visuals to meet legal and aesthetic standards. Dustin Callif, president of Tool, emphasized that the intent was to utilize the strengths of both mediums—live-action for human performance and product realism, and AI for imaginative elements. This strategy not only cut production time but also opened up a wider canvas for storytelling.

This ad exemplifies a pragmatic yet forward-thinking approach to integrating emerging technologies in advertising. By combining the evocative potential of AI with the reliability of live-action, the spot demonstrates how agencies can innovate without compromising quality. As the industry continues to grapple with AI's role, Tool’s Land Rover spot shows that the key lies in blending technologies thoughtfully to serve the story.

Read more at AdAge or via Tool directly for a very detailed overview of the process and tools.