We believe that emerging technologies, most notably AI, help IKA better serve our clients. The biggest challenge in our industry is being able to communicate ideas so that everyone can visualize them. AI in the ideation phase is a quantum leap from 2-column scripts, storyboards and animatics. It allows for economical experimentation with different concepts, and once approved, a super-efficient shot list. The ease with which visuals can be described and shared will likely increase the efficiency and effectiveness of all projects, which is central to everything IKA is about. We’re leaning into these new capabilities and are excited to experience the evolution of storytelling with our creative partners.
The creative is 100% IKA. The execution is 100% AI.
2025 GREAT AMERICAN RESCUE BOWL
One of IKA Labs’ FIRST on air execution of AI integration was this, our 3rd annual Great American Rescue Bowl. The show was about 30% generative AI — and yet, nobody lost their job; our crew remained consistent with the 2 prior years. In addition to the show promo, AI was employed to quickly swap out voice overs, insert placeholder footage (some of which remained), create custom half-time songs and to up-res some lower resolution clips. We also finally we able to ‘produce’ the long sought after fake parody super bowl ads, like the one feature below this!
RESCUE BOWL PARODY “LOVE INVESTMENT FIRM”
This spot appeared as part of the 2025 Great American Rescue Bowl as a parody commercial for an investment company that actually turns into a commercial for pet adoption advocacy. For the past 3 years we had the idea to do parody ads but the concept was too pricey for such a small part of the production - however, this year with the growing precision of AI, we did a total of THREE commercials total.
HENDRICK’S GIN “WILD SIDE”
This spot is a combination of AI generated images and video and voice modeling. This is a real-world example of how AI can be used to create a proof of concept, pre-vis or scrapbook.
PURINA SELECT+ “PETS WITH TASTE”
Working backward from the current limits of AI technology, we created this short commercial for Purina Select featuring animals in fancy dress. AI provides a solution to an otherwise complex production conundrum - how to get animals to take direction. Here is a great example of using AI technology to achieve creative goals without bothering anyone’s pet kitten.
UTAH “PUT YOU IN UTAH”
Inspired by a trip to our IKA Utah offices and to test out the new character reference technology implemented at Midjourney, this spot was done almost entirely on the flight back from Park City to New York City. If the voice sounds familiar, that’s (not) Sam Elliot.
TINDER “ALIENATED LOVERS”
A quick otherwise impossible commercial for the popular dating app Tinder. Images generated via MidJourney and animated via Haiper and RunwayML. A good example of cross-promotion between 2 (very different) franchises.
IKA LABS “STRANGE PLANET” Web Series
Our shared love of Fortean and paranormal content gave rise to this series of short, “true” stories in the style of the BBC’s “Our Planet” series narrated by AI. Written and developed by the humans at IKA Collective, aided and assisted by AI technologies. Using AI gave us the ability to quickly conceptualize and execute, however, our love for and desire to tell these stories was the prime motivator.