The Exchanges

Q I mean, you, you've been around this for a long period of time. If you've, if you don't have the, the kernel, which, you know, you have here, Is it reasonable to ask ChatGPT for, hey, I'm trying to create a pharmaceutical ad. I don't know, you know, how to create something that's viral. I'm inspired by SNL. Give me some ideas. Like how would you recommend people do it?

A Yeah, that's a great idea. Okay. So like I came up with the viral twist, but you're, you're totally right. You could probably have ChatGPT come up with it. In fact, I would say it would pitch you some crazy ideas. So like, maybe that's kind of the, the viral formula for, for For beginners, if you will, is basically like, okay, I know I can explore this type of commercial. I, but I want to have some sort of twist. Can you give me five different twists on a pharmaceutical commercial? That could be really funny if it's, you know, like, let's just say it's SNL style. So then it would give you like five twists. And then if that's not, doesn't work, I'd be like, okay, I mean, heck we can do it now. Um, give, I want to Do a pharma commercial, but have some sort of satirical SNL style twist on it that makes it funny and could be viral. Give me 10 ideas.

AI assessment note: “You could probably have ChatGPT come up with it. In fact, I would say”

Q And so. You're in Final Cut Pro now. Like, why did you decide to put this in Final Cut Pro? And, you know, is this the only option? Are there other products that people should use?

A No, no, no. Honestly, CapCut is probably just as good, um, for this kind of thing. I'm just kind of used to Final Cut Pro, and you know, like, people use, uh, DaVinci is another one that's like, if you want to go beyond CapCut, but you still don't want to pay anything, there's something called DaVinci Resolve, and that's also a free, like, very, very, uh, top tier one. And as you can see here, I generated, I don't know, maybe like, 30 clips or so to get, like, 10 good ones. So it's like a three to one ratio, maybe, of like, Best generations. Actually, I didn't download all the ones that were bad. It was like a five to one ratio, and you can see like, you know, this is another version here of like the Miami housewife, and this is like multiple variations of the guy in the chair, right?

AI assessment note: “CapCut is probably just as good... I'm just kind of used to Final Cut Pro”

Q And what's the deal with VO three and audio? Sometimes, like, it, it puts out audio, and sometimes it doesn't. Sometimes the audio is whack. Like, what's your whole?

A Yeah, unfortunately, uh, it is, uh, it is a slot machine. Uh, no matter how great you prompt, and I, you know, all like, The pro tips. It's still sometimes randomly like they won't talk at all. I'm sure they're fixing that. I've been talking with the Google team. They're like, obviously actively aware of, of that problem where there's no audio. And then they're also aware of the subtitle issue. I have found that if you, um, don't include, uh, quotes, so actually I should, I'd learn this later, but don't include quotes and then it will be less likely to generate like weird gibberish subtitles, um, underneath. Um, so that's, that's pretty much it, and then basically I will go back, uh, between ChatGBT, my original script, and then I will just go shot for shot, like, with each one on here, and then just run it one at a time. The reason I like to run it one at a time is because it's so expensive, so I'll kind of get feedback, like, you know, is this working? I don't think you can hear the audio, but in this case, like, she's actually not talking, so I just had to run that again. In this one, this was a little weird. Because he, like, the UPS guy is delivering a puppy through a house into, you know, so it's like, it's, you know, then I have to, like, take this prompt and, like, copy and paste it into ChatGPT and say, like, okay, he's actually entering through the door. Can you redo …

AI assessment note: “unfortunately, uh, it is, uh, it is a slot machine.”

Q Ok, so you pumped this all out. First of all, how much, how much do you think this cost you?

A Uh, it was about 500 bucks. And that, that I knew was like the viral kind of formula at the same time. It was basically like, so like I did used to work, ah, on pharmaceutical commercials as a commercial director. The shoots would range anywhere from like a hundred K to a million. Um, so I just split the difference and I was like, ok. I used to make, you know, 500,000 dollar pharmaceutical commercials. I now make, you know, this took me like 500 dollars worth of credits. So that's kind of, you know, what I knew would be the viral hook, and then, you know, just went through iterative with shot after shot. I'm gonna, I'm gonna show you the, ah, the timeline here now. So this ended up being, ah, I wanna say like one, this was like 10 or 12 shots. Um, let me turn this down a bit. You, you won't be able to hear this, but basically, you know, it just kind of goes shot by shot, and I, and I really wanted to make sure it kind of felt normal. So another thing you can do is like prompt camera movements in here. I think that's like the shots that like feel the most like non AI are probably the ones with like the coolest camera movement. So for instance, like this one was like amazing. And I, I prompted this like camera push in or dolly in, and then it's like zooming in, but I'm also prompting or chat GPT is prompting her emotion. So in this it's like describing it as like. She coyly like …

AI assessment note: “Uh, it was about 500 bucks.”

Q So what is step one? Do you start with the script? I mean, is that where you start?

A Yeah, I think, I think at the end of the day, like there's, there's gotta be some idea that hooks you on like why you think this is, you know, unique, like I just saw this really funny viral video yesterday by a guy named Metapuppet, and it was like, studies show that, you know, microplastics can be like, you know, kind of affect even your sperm, like it affects your baby, and it's this guy drinking a water bottle, and then like nine months later, he, he births this like plastic humanoid baby, and then it goes throughout, and it's like this crazy life cycle of this like half human, half plastic bottle, and there's all these like funny little things that are popping off right now, so I think you need to have some sort of Kernel of an idea hook. That's like, oh, this is unexpected. So how this was for the pharmaceutical ad was I had a friend reach out and say, Hey, you know, like I want to make a pharmaceutical commercial. Like how much would it cost you? Like, what can, so I was like, okay, I'll do an experiment with it and see what VO three can do it. And then I was just like bored halfway through making it. Um, and I was like, this is just, okay, I'll do this. But then like, it's a race to the bottom. There's nothing unique about this. Like, I think all production companies are gonna be commoditized at some level if they're just making, like, what I would call cinematic blase …

AI assessment note: “you need to have some sort of Kernel of an idea hook”

Q sort of clickbaity slash hook. We'll call it a hook. Create a hook and post it on X. And then you can bring it to other platforms like YouTube and stuff. But, um, you've, you've, you've revealed all that. Um, What does this mean for someone listening to this? Meaning, okay, I want to create a business around this. I see the opportunity. Like, where do people go from here?

A Yeah, that, that's a great question and something I think a lot about. One is cause I'm, I'm still figuring this out too. So I'm, you know, I'm going to give you like 10 confident answers of the easiest ways, 10, you know, 10 ways you can start making money tomorrow using VO three. Like I'm probably going to make that listicle or whatever. So like, yeah, I mean, here's my list of like 10 ways you can monetize VO three and content. Um, so for number one is Obviously just use VO three to build a brand for yourself. This, this first one is more of like, just use this to get into the ecosystem of creating content that, that in a general sense, like is content you're proud of and can lead to downstream work. So then let's talk about sub niches under that. So you can attract, uh, direct, you know, kind of clients that want similar commercials. So for instance, like I probably could make a less viral version of this video. And it's just an actual like boring client, uh, pharmaceutical commercial. And then I could just like direct to consumer, like hit up all the different, uh, whether it's agencies or media buyers or like pharmaceutical companies directly. This is a bad example. Cause I, I don't think people should be making per se AI pharmaceutical commercials. Although I'll tell you this, like they're all scripted bullshit regardless. Like the people who are like, well, it's not aut…

AI assessment note: “Obviously just use VO three to build a brand for yourself.”