Mt Dew - AI-Enabled Modular Video Campaign
Challenge
Traditional commercial production operates on rigid waterfall workflows—concept, shoot, edit, deliver. MT DEW wanted personalized video content at scale, but existing automation systems only handled static display ads, not dynamic video assets.
The core challenge: Adapt traditional post-production workflows to work with AI automation while maintaining creative quality and brand consistency across 1,000+ variants.
Innovation
We pioneered the first application of Critical Mass's Artbot AI platform for paid social video content, redesigning the post-production pipeline around intelligent asset layering and version control.
Key approach: Instead of delivering finished spots, we created a library of modular creative components that the AI system could intelligently recombine based on audience data and platform requirements.
My Role: Agency Producer responsible for cross-functional alignment and production architecture.
Technical Solution:
- Developed flexible post-production pipeline with cascading change management
- Created asset delivery framework optimized for AI ingestion
- Coordinated account, creative, strategy, and automation teams
- Delivered 8 base :12-second spots that generated 1,000+ variants through AI recombination
Performance:
- 81% positive association with "good times with friends" (primary target)
- YouTube performance significantly above benchmarks
- :06 versions outperformed :12 versions
Strategic Impact:
- Critical Mass now uses this as their primary case study for modular commercial capabilities
- MT DEW's parent company committed to expanding modular production across their brand portfolio
- Established first successful integration of AI automation with high-production-value video content
Working with Critical Mass and their Artbot Platform, I was Agency Sr Producer for this campaign. DPM production company with Zack Seckler directing.
Sr Agency Producer, Live Action, Post, Integrated Production