Pony Canyon: Magical Punchline by McCann Millennials

Date: Nov 2017
Your Vote
Overall Rating
Opps, please vote again
0 votes

McCann’s AI creative director, AI-CD β, created a music video brief for Japanese pop band Magical Punchline based on the optimal elements it needed, before the band set of to create four songs for the video.

The AI looked at music-based TV ads, deemed what would work best for Magical Punchline, and created a concept which was then shot. The band then wrote four songs for the video which have now all be released, all with the same video.

After inputting the musical TV ads, McCann Millennials, the unit behind AI-CD β, said it spat out the following direction: “Create a [stimulating] video that conveys [hunting instinct] through a tone of [ennui] using a [school] motif and [objectification]”.

Based on this direction, the production team and the music video director shot the video without music. To make sure that the video would fit the songs, a BMP was decided ahead of production and similar videos with singing were used in reference, so that the bandmembers could act singing movements, avoiding close ups which would show that there were no words.



Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.