Beats by Dr. Dre – « Feel it Again » AI Spot
This fictive AI spot explores a more intimate and emotional side of Beats by Dr. Dre, shifting the focus from performance and intensity to memory, feeling, and continuity.
The concept centers on a simple ritual: a man returning to a familiar room, rediscovering a vinyl record from his youth, and reconnecting with the emotions carried by the music. Through restrained camera movement, tactile details, and carefully paced silence, the film builds toward a quiet and personal moment of listening, where sound becomes memory.
The creative direction embraces warmth and nostalgia without leaning into cliché. Natural light, analog textures, and minimal storytelling allow the emotion to surface organically, while the product is integrated as part of the experience rather than the subject of demonstration.
This project was designed as a cinematic brand exercise, exploring how AI-driven image and video generation can be used not for spectacle, but for subtlety, atmosphere, and emotional storytelling in service of a strong brand idea.
Role: Creative Direction, Concept, AI Image & Video Generation, Editing, Sound Direction
AI Tools: VEO 3.1, Nano Banana Pro, ElevenLabs
Step 1: Brand Analysis and Concept - I analyzed Beats by Dr. Dre beyond its usual high energy and youth driven image, focusing instead on its core value of emotional connection to music. This led me to target an older audience, people in their 50s, and explore continuity and feelings that remain intact over time rather than nostalgia or aging.
Step 2: Hero Character Creation (Nano Banana Pro) - I created the main character starting from a reference image of the product to ensure realism and consistency. The focus was on a believable, calm presence with natural facial features, allowing subtle emotion to carry the story.
Step 3: Visual Moodboard (Nano Banana Pro) - I generated a visual moodboard to define the atmosphere before building the sequence. Warm interiors, analog textures, vinyl records, and natural light were used to establish a timeless and intimate visual language.
Step 4: Storyboard Generation (Nano Banana Pro) - Each shot was designed and generated individually as a still image. These images acted as both a storyboard and final visual references, giving precise control over framing, lighting, and emotional intent.
Step 5: Animation and Camera Movement (VEO 3.1) - I used the still images as start and end frames to generate the animated sequences. Camera movement and character motion were kept subtle and cinematic, favoring restraint and realism over visual effects.
Step 6: Sound Design and Edit (ElevenLabs + After Effects) - I generated the voice over using ElevenLabs to achieve a calm, intimate delivery aligned with the tone of the film. And the final film was assembled with careful attention to pacing and emotional flow. Silence, ambient sound, and music were used deliberately to support the narrative and reinforce the sense of intimacy and continuity.