Context

During a company offsite, a cross-functional team spanning marketing, design, engineering, finance, and sales came together to produce a brand anthem video using only AI tools, with $100 and six hours on the clock. We quickly discovered that the original concept of a worn-down healthcare worker wouldn't hold up — AI video generation at the time couldn't handle the emotional nuance, and the result looked like every other healthcare ad. The pivot was leaning into the absurdity rather than fighting it, reframing the narrative around levity and letting the glitchiness of AI-generated visuals become the creative voice instead of something to hide. I led the edit, stitching together the strongest clips while teammates refined the voiceover and sourced music. We won Best Wow Factor at the offsite, but the real validation came after. A/B tested against the existing homepage video across 30K+ visitors, the AI-first version drove a 12% lift in engagement within two weeks, ultimately closing at a 17% increase in conversion rates and 35% lift in site engagement. What started as a scrappy hackathon bet ended up outperforming the control. The intangible result was a genuine confidence in AI as a creative tool — work that would have taken weeks to concept, produce, and approve was live and in-market within a month. 

Creative Direction Nate Eames

Video Editor Raffy Coletta