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.