Hey Reader,
AI can mimic your brand’s style.
But it can’t replace your brand’s soul.
This week I saw an AI-generated ad that checked every box.
On-brand.
Slick.
Efficient.
I will have forgotten about it soon enough.
A marketing scheme with no ties.
Compare that to Casamigos’ “House of Friends” — a Wes Anderson-style world full of warmth, story, and soul. Same tools. Very different.
Here’s what separates them:
→ AI can generate content. But not strategy.
→ Great campaigns scale soul, not just output.
→ You need partners who shape story, not just pixels.
Let’s break that down:
AI can generate content. But not strategy.
AI knows the how — but not the why. Without a creative point of view, you just get trend soup. Form without feeling.
Great campaigns scale soul, not just output.
Casamigos didn’t stop at a hero video. They built a universe: tone, characters, mood. A campaign that has potential to stretch and grow because it started with story.
Watch the ad by our friends at Accomplice 👇
Tap here to watch 'House of Friends'.
You need partners who shape story, not just pixels.
It’s not AI vs. humans. It’s about who’s steering. We help brands like Meta and Disney craft short-form animated content that connects and fits seamlessly under campaign umbrellas like “House of Friends,” not just next to them.
Your next campaign doesn’t need more content.
It needs a world your audience wants to live in.
✎ Curious what that looks like for your brand?
Reply with “story” and I’ll share the framework we use to build it.