WB+TDP’s AI Synthomatic - Transforming Advertising Production through Creative Innovation and Job Security

WB+TDP, a leading multimedia agency with over 40 years of industry excellence, created the groundbreaking AI Synthomatic—an innovative merger of artificial intelligence technologies and creative processes. The AI Synthomatic is transforming the advertising industry by fostering creative oversight, empowering artists, and mitigating concerns about job security.

The Birth of AI Synthomatic: Redefining Pre-Visualization Testing

Introduced in 2023, the AI Synthomatic represents a pioneering leap in advertising production. Derived from Synthography, a term denoting the creation of synthetic media through generative models, this proprietary technology seamlessly blends new AI technologies with human artistry.

Using prompt-based image building and leveraging a full suite of VFX and retouching capabilities, AI Synthomatics go beyond the limitations of AI alone to create a real-look test commercial.

Revolutionizing Advertising Testing

WB+TDP's AI Synthomatic revolutionizes advertising testing by offering clients near-finished options akin to those created during a full video shoot. This not only expands the data available for testing but also preserves the creative quality, providing a more accurate and focused testing environment. The outcome is a reduction in overall testing costs, allowing brands to allocate resources more strategically.

Andrew Kessler, President and CEO of WB+TDP, emphasizes the significance, stating, "As the industry undergoes a fundamental shift, we stand at the forefront of this evolution with the development of the Synthomatic, which will revolutionize advertising production through the pairing of human creativity and technology."

Empowering Artists, Preserving Creativity, and Safeguarding Jobs

Over the past year, the agency has dedicated efforts to educate and train its roster of artists, animators, editors, audio engineers, and 3D artists to become Synthographers. This not only pushes creative boundaries but also acts as a lifeline for job security in an industry rapidly adopting AI technologies.

Kessler emphasizes, "By working with our roster of artists, we are helping to develop their skill set and evolve their careers, allowing them to embrace technology and future-proof their careers as the industry evolves."

Faster, Better, and Cost-Effective Production

The advantages of AI Synthomatics are threefold: faster production, superior quality, and reduced costs. This paradigm shift enables clients to access near-finished options while maintaining creative excellence, thus cutting overall production expenses. The collaboration between creatives and cutting-edge technology amplifies productivity, allowing smaller groups of creatives to achieve results on par with larger, resource-intensive teams.

WB+TDP's AI Synthomatic is a groundbreaking solution to the challenges posed by the integration of AI in the advertising industry. By prioritizing creative oversight, empowering artists, and safeguarding jobs, WB+TDP is setting a precedent within the advertising industry and navigating the complexities of technological evolution.

For inquiries regarding the AI Synthomatic, feel free to reach out to Andrew Kessler, President, and CEO of WB+TDP or any member of the WB+TDP team