GoFundMe “Help Changes Everything
Paul Trillo directs groundbreaking new campaign “Help Changes Everything” for GoFundMe x AKQA presenting an impressive step forward in AI-based animation. The street-mural-inspired film, illustrates the positive impact that GoFundMe donors have had on the world around them.
The innovative film production used a combination of DALL-E and Stable Diffusion for composite layers of visual assets with a hand-painted aesthetic. It is a bold first from a major brand to take a leap of faith and base their large-scale campaign on AI-generative art.
This emerging technology was combined with a live action shoot on a soundstage, where Trillo used a bespoke A.I. rotoscoping method for characters enhancing motion-based scenes to clearly shift from a negative to positive light, in order to represent the impact of donations and communities being transformed.
“When AKQA and GoFundMe first approached me, I was immediately excited by the opportunity to use cutting-edge technology in a storytelling setting. There have been a lot of independent experiments but nothing yet has used AI animation in the service of telling real-life human stories, let alone for a major brand like GoFundMe.“
Director / Creative Director: Paul Trillo
Managing Partner: Geno Imbriale
Managing Director: Rebecca Niles
Managing Director: Corwin Carroll
Executive Creative Director: Chris Eckardt
Producer: Julie Sullivan
Head of Post Production: Brian Keegan
Post Coordinator: Rylee Axner
Machine Learning Engineer: John Steinmeyer
2D/3D Animator and Compositors: Gil Gavish, Amit Chachek
2D/GFX: Eric Van Buskirk
Flame: Eric Pascua, David Hannah
Editor: James Boger
Assistant Editors: Jon Salvia, Kahleb McAdams
Sr. Director of Brand & Creative: Alex Anderson
Executive Creative Director: Tim McDonell
Creative Director: Emlyn Allen