04/02/2026
This Superbowl ad for Coinbase was made in-camera. Employing dozens upon dozens of professionals (in costumes of course). Not utilizing CGI or generative AI tech.
I had a conversation with a colleague about utilizing AI to expedite a project. I’m 100% for preserving HUMAN JOBS for as long as I can. Paying dozens of $1000’s out of pocket to make that happen. Also, the distributor doesn’t push AI projects anyway.
From the perspective of a producer for your projects, you’re responsible for creating job opportunities for your crew and talent. The market is cannibalizing itself with AI adoption.
At the end of the day, you’re creating a product to sell to the market. The team behind you also gain experience and build their networks and other opportunities consequently. Don’t deprive them of opportunities by being a selfish “suit.”