BRAVE NEW WORLD
ABS & AI
Our AI Philosophy
At Apple Box Studios, we see AI as the start of an exciting and inspired era in the creative arts. Here, AI is not a threat to our artists, but a powerful and innovative tool to enhance the human experience. We believe AI can remove traditional barriers and unlock new possibilities for creative ideation and execution. While storytelling remains a uniquely human endeavor, at Apple Box, AI has become a springboard to greater value and ingenuity.
Our AI philosophy is simple: AI is a means to realize a vision, not the visionary. It is a tool of creativity, not the creator. First and foremost, AI is a writing-based translation tool that can only produce something meaningful if prompted and guided by human words and imagination, but it will never replace the artistry, intuition, and aesthetic sensibilities of the human mind. The era of AI has arrived.
“Apple Box Studios seeks to understand, master, and implement AI capabilities across our entire creative workflow. Our goal is to integrate AI as a tool that enhances human creativity, efficiency and storytelling without replacing the human element that defines our work.”
WHAT APPLICATIONS ARE WE USING?
ABS AI Toolkit
Apple Box Studios’ AI toolkit includes industry-leading platforms that help streamline workflows, push creative boundaries, and unlock new possibilities for our clients. Here’s a look at the AI applications we use and how they fit into our process:
Grok
A great umbrella tool to use for market research, general knowledge and other project basics. We’re keeping our eye on this AI platform and future innovations on the horizon.
ChatGPT
A free, writing and content-generation assistant that helps with brainstorming, preliminary drafting and ensuring ideas take shape effectively and quickly.
Google Gemini
A versatile AI tool for writing and idea generation, assisting with creative exploration, strategic messaging, and content development.
Midjourney
A powerful tool for image creation, allowing writers to “think” visually as they generate conceptual themes, mood boards, and unique graphics as proof of premise.
Adobe Firefly
An advanced tool for image creation and enhancement, enabling our designers to edit, refine, and transform visuals to achieve high-quality, professional results.
ADAPTING AI TO YOUR CREATIVE PROCESS
Do’s & Don’ts of Building a Creative AI Workflow
Writing & Story Development
With writing challenges, just getting started is half the battle. To outline the structure, premise, main takeaways, and thematic approach of any writing assignment, we use AI to win this battle of the first draft—to develop a solid draft early while the challenge is still fresh in our minds. In this respect, AI is leveraged to improve efficiency, support ideation, shrink time-to-solution and deliver value on behalf of our clients.
RULE: We never use AI to create a final written project. Our AI-generated foundational drafts are always heavily adapted by our writing staff, going through several revisions before finally going to a client for additional changes.
Image Creation
Generative AI photography and illustration creation are much trickier and must be seamlessly integrated into your agency’s existing creative process. Can the application work through multiple refinements and the change note process?
Can your AI application create multiple, derivative images for client consideration? Can your AI image creator provide files to exact specifications for size, aspect ratio, pixels, file format? Can the image be imported in layers into your Creative Suite application?
RULE: Once again, we never use AI to create a final image. Our AI-generated images are always heavily manipulated and treated by our design staff, going through several revisions before finally going to a client for additional changes. Done correctly, AI offers a swift and effective way to create truly distinctive results, unconstrained by old tools and methods.*
Animation & Video
Not just for the advertising world, but for television, the film industry and corporate video communications, generative AI creation for motion pictures and sound represent a new paradigm in visual storytelling. While this technology promises plenty of industry disruption, those firms that master this writing-based discipline and the nuances of four-dimensional visuals will come out on top of the market in the end.
RULE: Become a first adopter and start practicing now. It will pay off down the road.
NAVIGATING AI WITH RESPONSIBILITY & INTEGRITY
Ethical Considerations
At Apple Box Studios, we are committed to using AI responsibly, ensuring that ethical standards, IP considerations and brand integrity remain uncompromised for our clients. As the legal implications of Ai are still unfolding, we believe common sense is the best guide.
*All images on this page follow our process and were originally generated by AI. They have been further modified by a designer for refinement and accuracy.
