While the industry debates whether AI can be used effectively in commercial production (or if so, how much), the comedy directing duo behind the viral spec Liquid Death AI ad has redefined how AI and live-action ads can coexist. Spoiler: the punchline comes first.
I wanted to gauge your interest in interviewing the duo Too Short For Modeling, who were recently signed to UnderWonder, on how they plan to change industry perceptions around AI by making sure it collaborates with–and not overshadows–live-action work.
After years of directing live action spots, Too Short For Modeling exploded onto the American scene with their self-made Liquid Death ad–among the first to capture believable, laugh-out-loud performances from AI-generated characters. They quickly became one of the most talked-about new directing teams in the industry. What began as a rejected script and a late-night experiment with AI tools turned into a global viral moment, sparking a connection with UnderWonder, eager to work with the mysterious duo “who made AI funny.”
