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Inspire your creativity with thoughts, dreams and expertise from Dan Magdich, Director of Creative Services, at Brunner.

Perspectives from Dan Magdich | Brunner

Vice President, Executive Creative Director

Dan Magdich

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It’s that time of year, again. The KFC yule log is back. Eggnog is flowing at happy hours. And agencies everywhere are taking a break from timesheets to create The Agency Holiday Card that’ll top all agency holiday cards that have come before.Brunner’s Holiday Card is one of our favorite traditions of the season. We create one every year, our <a href="https://f.io/oBF0uIdN" rel="noopener noreferrer" target="_blank">2020 Holiday Card</a> being a recent favorite, but truthfully speaking it can be a bit time-consuming.This year, instead of an open “whaddya got” review of concepts, we tapped into artificial intelligence during a creative team happy hour. And unless you’ve been living atop Mount Crumpit you probably heard a thing or two about AI art recently.The team started talking about the essence of every holiday gathering…togetherness and traditions that fill the time at home with the ones we love.Movies were a recurring tradition. Specifically, the holiday classics. From White Christmas to Miracle on 34th Street, Elf…holiday-themed movies that make the season more joyful but for the most part, they’re a schtick, except for Die Hard…not up for debate.Cue this year’s holiday card concept—Brunner’s 12 Days of Christmas Movies We’d Love to Make.As the movie ideas flowed, Midjourney and Dall-E 2 helped visualize them faster than Saint Nick in a tailwind. Midjourney to generate the images based on prompts, which are basically a string of keywords. With the right prompt whatever you see in your head (or something close to it) can be generated in minutes—it’s somewhat unnerving. Dall-E 2 filled in where Midjourney fell short, like extending backgrounds and <a href="https://app.frame.io/presentations/506abf8d-b089-4b3d-98b1-d5c99f29607c" rel="noopener noreferrer" target="_blank">fixing MJ’s weird interpretation of human hands.</a> The creatives pulled those images into trusty old Photoshop for further refinement.AI-generated art has exploded in the last year and it’s just getting started. Some see it as a threat to the creative process while we see it as a tool in our ever-growing and evolving creative landscape. And if this year’s Brunner Holiday Card is any indication, AI has a place in our creative process to push ideating, visualization and elevating mood boards. Over time, it’ll make us faster for our clients. Plus, it’s fun as hell.I’ll stop typing now and share Brunner’s 12 Days of Christmas Movies We’d Love to Make.Happy Holidays,Dan

Dive into the creative process behind Brunner’s AI-generated holiday card. See how artificial intelligence can inspire and elevate traditional holiday campaigns.

How AI Generated Christmas

How AI Generated Christmas

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