Step-by-Step Ad Creation with Generative AI – Hotel AI, Marketing, Tech and Loyalty

For my latest hotel industry recruitment ad, I wanted to show that hotel careers offer more than what’s visible on the surface to most hotel guests. Below you’ll find the finished product…and the rest of this post offers a behind-the-scenes look at how it all came together.

The Vision

The hotel industry is often associated with roles like cooking, cleaning, and serving. While these are noble professions, there’s a vast array of other careers that remain under the radar. The goal was to shine a light on these roles—like digital marketing, revenue management, learning and development, partnership management, technology innovation (and more!)—and inspire people to explore these opportunities.

Step 1: Ideation and Script Writing with ChatGPT

Tools Used: ChatGPT (o1-preview and Custom GPTs)

Every great project starts with a solid plan. I turned to ChatGPT o1-preview, OpenAI’s powerful new language model, to brainstorm ideas and craft the script.

Brainstorming with AI

Using ChatGPT, I engaged in a creative dialogue to flesh out the concept:

• Defining the Message: We wanted to dispel misconceptions about hotel careers and highlight the unseen roles.
• Structuring the Ad: Decided on featuring professionals from different fields, each delivering a powerful line about their impact.
• Crafting Narration: Developed opening and closing narrations to tie the ad together.

Benefits of Using ChatGPT

• Efficiency: Accelerated the brainstorming process with instant feedback and suggestions, plus a pivot whenever I hit a technical wall producing the right kind of videos and character animations.
• Creativity Boost: Offered fresh perspectives that enriched the script.
• Collaboration: Felt like working with a creative partner who never runs out of ideas.

Step 2: Creating Visuals with Midjourney

Tool Used: Midjourney

With the script in hand, it was time to bring the visuals to life.

Generating Images

Midjourney, still the Rolls Royce of text to image generation, helped create compelling visuals for each scene:

• Professional Portraits: Generated high-quality images of each professional in their environment.
• Setting the Scene: Created images of a luxury resort, the smiling concierge, and the final montage.
• Consistency: Ensured a cohesive visual style throughout the ad.

Challenges and Solutions

• Simplifying Scenes: Due to limitations in generating complex images, we focused on single individuals per scene.
• Prompt Crafting: Spent time refining prompts to get the desired results.

Step 3: Transforming Images into Videos with Runway Gen-3 Alpha

Tool Used: Runway Gen-3 Alpha

Static images needed movement to create a dynamic ad. To speed up the prompting process, I also created a new custom GPT that generates 3 prompt options based on simple inputs and has access to Runway’s prompting guide and examples for inspiration.

Animating the Visuals

• Image-to-Video Conversion: Used Runway’s Gen-3 Alpha model to animate the images.
• Adding Motion: Introduced subtle movements like zoom-ins, pans, and slight gestures to breathe life into the scenes.
• Seamless Transitions: Ensured that the flow between scenes was smooth and engaging.

Overcoming Limitations

• Lip-Syncing Challenges: Initially attempted lip-syncing for dialogue but the output wasn’t amazing.
• Alternative Approach: Opted for voiceovers instead, overlaying narration on the video montage.

Step 4: Voiceovers and Narration with ElevenLabs

Tool Used: ElevenLabs

Voices add personality and emotion to any video.

Creating the Audio

• Professional Voices: Generated realistic voiceovers for each professional’s line using ElevenLabs.
• Narration: Added impactful opening and closing narrations to frame the ad.
• Tone and Delivery: Selected voices that matched the intended tone—warm, inspiring, and motivational.

Integration with Video

• Timing: Aligned the voiceovers with the corresponding video scenes.
• Clarity: Ensured the audio quality was crisp and clear for maximum impact.

Step 5: Composing Music with Suno

Tool Used: Suno AI

Music sets the emotional tone and ties everything together.

Crafting the Soundtrack

• Mood Setting: Composed an uplifting, energetic instrumental track to match the ad’s inspirational theme.
• Instrumentation: Included piano, strings, light brass, and subtle electronic accents.
• Dynamic Progression: Built the music to crescendo during the montage, enhancing the emotional climax.

Audio Refinement

• Balancing Levels: Mixed the music to complement, not overpower, the voiceovers.

Final Touches: Editing and Assembly

Tool Used: Final Cut Pro X

With all elements ready, it was time to assemble the final product.

Editing Process

• Sequencing: Arranged the video clips in order, ensuring smooth transitions.
• Synchronizing Audio: Aligned voiceovers and music with the visuals.
• Captions and Titles: Added captions to identify each profession and reinforce the message.
• Reviewing: Watched the ad multiple times to catch any inconsistencies and change flow.

Reflections on the Journey

Creating this latest ad was another interesting journey in experimenting with Gen AI tools. It’s clear that video generation has come a long way (just as predicted) in the last year and while it isn’t quick or foolproof, the arms race between various companies is heating up.

Advantages of Using Generative AI

• Accessibility: Enabled the creation of professional-quality content without a large production team. Total time from idea to production was about 4-5 hours max.
• Creativity Unleashed: Broke down barriers between ideas and execution, allowing for rapid iteration.
• Cost-Effective: Reduced the need for expensive equipment and resources. Total estimated cost about $100-200 for a one-off production, and a lot lower if you use these tools to produce a lot more content.

Lessons Learned

• Understanding Limitations: Recognized the constraints of each tool and adapted the approach accordingly.
• Importance of Prompts: Realized that the quality of AI-generated content heavily depends on how well you craft your prompts. And even then, you may need to re-roll to get an output that lines up with your vision.
• Human Touch Still Matters: AI tools are powerful, but human creativity and decision-making are essential to guide the process.

Implications for the Future

This and other projects I’ve done are a testament to how AI is democratizing content creation. As these technologies continue to evolve, we can expect:

• Enhanced Creativity: More people bringing their ideas to life without technical barriers.
• Industry Transformation: Traditional content production methods being augmented or replaced by AI-driven processes.
• Ethical Considerations: Ongoing discussions about the role of AI in creative industries and its impact on jobs.

Conclusion

After over 18 months immersed in the world of generative AI, I’ve witnessed firsthand how technology and creativity are merging to redefine what’s possible. By harnessing tools like ChatGPT, Midjourney, Runway Gen-3 Alpha, ElevenLabs, and Suno, we crafted an inspirational advert that not only achieved its purpose but also showcased the astounding potential of these improving Gen AI creative tools.

Whether you’re a seasoned professional or a curious newcomer, these AI tools can unlock new horizons for expression and innovation. The future of content creation isn’t just on the horizon—it’s here, and it’s more accessible than ever.

Have you ventured into using generative AI in your projects? I’d love to hear your experiences in the comments below!

Another variation, testing different video to video styles (added 29th Sept)…
Hotel Careers – A World Connected Through Service