The Vision: When Generative AI Becomes a Creative Partner, Not a Replacement“
- Creative Leadership in Visual Design: Infected was responsible for all motion visuals at the 2025 German Advertising Film Awards (DWP), including animated openers, category visuals, and winner loops — all created using generative AI.
- Innovative Use of AI: The team successfully blended generative AI with traditional visual effects, showcasing how new technology can enhance creative storytelling rather than replace human artistry.
- Artistic Collaboration: Infected worked closely with Art Director Robert Rohde and used AI tools in a way that aligned with the artistic theme „What are you made of?“, turning fabric into a symbol of storytelling diversity.
- Agile and Experimental Process: The use of AI allowed for quick generation and iteration of creative concepts, enabling a broad variety of styles and looks. This helped inspire new ideas from unexpected AI outputs.
- Acknowledgment of AI’s Limits: Infected openly communicated the challenges of working with AI, such as limited control and frequent tool updates during production. However, they positioned AI as a creative catalyst, not a replacement for human artists.
- Human-AI Symbiosis: According to Infected’s leadership, their approach emphasized efficiency with emotional nuance. The true value came from blending cutting-edge tech with human intuition and experience.
- Thought Leadership in the Industry: Through this project, Infected showcased how VFX and post-production studios can evolve, experimenting with new workflows while retaining artistic integrity.
Credit: Campaign Germany
