The Moon Unit
No budget? No problem; how AI is levelling the playing field
Big ideas, big stars and big productions have been the sole preserve of big budgets since the dawn of advertising. But, says The Moon Unit, with the advent of artificial intelligence, technology is now allowing Goliath-like ideas to be made by David-sized budgets. Can AI strike a blow for equal creative opportunity?
When capitalism ends, what happens to advertising?
When it comes to advertising, many people would say the most important 'c' involved is creativity. But what if it's not? What if capitalism holds the key to the future of the business? And what happens, asks The Moon Unit, if capitalism crumbles?
Thinking about shooting a short film? Try a long ad instead
Short films can be incredibly impressive and hugely artistic, but can they kick-start a career in advertising? Not according to The Moon Unit, who argue that if you're looking for a calling card, have a spec spot to hand.
Does Sora mark the end for directing as we know it?
With OpenAI's new text-to-video software leaving slack-jaws around the industry, The Moon Unit speculates if we're looking at a new chapter in filmmaking.
Why no one cares about ads any more (with one significant exception)
Collective experiences can super-charge an ad but, says The Moon Unit, with the advent of streaming platforms and the fragmentation of viewing habits, those experiences are increasingly hard to come by... but not impossible.
Prompt Engineers; the new wave of emerging talent
This month we've been talking about new talent; emerging creatives and directors honing their skills in order to find a place in the industry. But what if those skills are changing? What if there's a new job role that will supersede the more traditional advertising ones? The Moon Unit investigates...
Christmas ads: where are the ideas?
When the time comes to unwrap the festive filmic treats bestowed upon us each year by brands we are, too often, receiving gifts we've already been given. At least, that's the view of The Moon Unit, who believe brands are 'rifling through the same box of tricks'.
Will animation companies still exist in five years' time?
It can be creative, distinctive and has the potential to work brilliantly for clients but, says The Moon Unit, animation is also facing a trifecta of troubles which present an explosive risk to the medium and the companies that facilitate it.
Is it possible to work in advertising and have a conscience?
Would you work on a campaign for an arms company? Probably not. A tobacco company? No, it's illegal. At least it is in the UK, but how about elsewhere in the world? And what about fossil fuel? Or sugary drinks? Or alcohol? Moral decisions can sometimes be a maze of 'ifs and buts' and, as The Moon Unit outlines, while a moral framework is incredibly important, it's also fraught with dilemmas.
Cannes; the festival of insecure overachievers?
As the advertising industry decamps to Cannes The Moon Unit asks whether the success of the festival is because advertising harbours so many brilliantly creative and successful people who are, at the same time, unsure of their own worth.
The rise of AI companions; advertising’s final frontier?
For advertisers, consumers developing an emotional attachment to their wares is the Holy Grail. But what if emotional attachment isn't just a consequence but, seemingly, the whole point of a product's existence? Here, The Moon Unit examines an artificial intelligence anomaly which has brought ethical confusion and governmental oversight into the arguments over AI.
AI is an opportunity to remind ourselves what creativity really is
Artificial intelligence is here to stay, but how scared should we be? Will computers take our jobs? Will technology render creative people obsolete? No chance, according to The Moon Unit, who, as we begin this month's Tech Focus, argue that there are two things which set human creativity apart which AI will never be able to replicate.