Soul & Science: Fast Forward Your Marketing Mind #93: AI-Native Storytelling Is Already Here | Jason Zada, Founder of Secret Level
Aug 4, 2025
35:47
AI isn’t just speeding up production—it’s rewriting the rules of storytelling.
In this episode, Jason sits down with award-winning director and creative pioneer Jason Zada, founder of the AI-native entertainment studio Secret Level. From Elf Yourself to Take This Lollipop to an AI-generated Coca-Cola ad that sparked headlines and backlash, Zada has spent his career pushing the boundaries of how audiences engage with content.
They dive into the power of participatory storytelling, what it means to build with AI from the ground up, and why creative leaders need to think less like traditional producers and more like technologists.
Key Takeaways:
✅ AI-native production requires a totally new mindset—not just new tools
✅ Participatory storytelling builds deeper emotional connections
✅ Virality often comes from imperfection, not polish
✅ Creative leadership means placing long bets before the industry catches up
Memorable Moments:
💡 “Pre-production is the new post-production.”
💡 “You can’t apply a traditional production mindset to AI. It just won’t work.”
💡 “People didn’t hate the Coke ad until they found out it was AI.”
💡 “The best thing about launching Secret Level? Being right.”
💡 “Make something people love or hate. Anything else, why bother?”
Brought to you by Mekanism.
In this episode, Jason sits down with award-winning director and creative pioneer Jason Zada, founder of the AI-native entertainment studio Secret Level. From Elf Yourself to Take This Lollipop to an AI-generated Coca-Cola ad that sparked headlines and backlash, Zada has spent his career pushing the boundaries of how audiences engage with content.
They dive into the power of participatory storytelling, what it means to build with AI from the ground up, and why creative leaders need to think less like traditional producers and more like technologists.
Key Takeaways:
✅ AI-native production requires a totally new mindset—not just new tools
✅ Participatory storytelling builds deeper emotional connections
✅ Virality often comes from imperfection, not polish
✅ Creative leadership means placing long bets before the industry catches up
Memorable Moments:
💡 “Pre-production is the new post-production.”
💡 “You can’t apply a traditional production mindset to AI. It just won’t work.”
💡 “People didn’t hate the Coke ad until they found out it was AI.”
💡 “The best thing about launching Secret Level? Being right.”
💡 “Make something people love or hate. Anything else, why bother?”
Brought to you by Mekanism.