How Blair Vermette Went from AI Skeptic to a Pioneer of Viral AI Videos
Mar 18, 2025
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Blair Vermette, the creative mind behind Rabbit Hole, shares his transition from AI skeptic to a viral sensation with his Adidas spec ad, 'Floral.' He discusses reinventing storytelling by breaking traditional structures, emphasizing the art of curation alongside creation. Blair unveils his unique approach to balancing human instinct with AI capabilities, and how self-initiated projects can redefine careers. He also highlights the importance of innovative video strategies and the emotional depth that AI can bring to content creation.
Blair Vermette transitioned from skepticism about AI's impact on creativity to embracing its potential for enhancing storytelling.
The creation of the viral Adidas Floral spec ad showcased how personal projects can significantly boost visibility and career opportunities.
Curation is crucial when using AI, as it allows creators to adapt unexpected outputs into engaging narratives that resonate with audiences.
Deep dives
Introduction to Generative AI
The speaker discusses their background in television and their journey into the realm of generative AI. Initially, they expressed frustration about the impact of AI on the creative industry, fearing it would displace jobs that required years of skill development. However, they soon recognized the potential of these tools and began exploring their capabilities. This shift in perspective led to a commitment to learning and utilizing generative AI as part of their creative process.
Creation of 'My Name is Gary'
The speaker describes a pivotal moment when they embraced generative AI to create a cartoon titled 'My Name is Gary'. Using popular AI tools like Runway and Midjourney, they produced an engaging story about an alien navigating the complexities of human interaction. The spontaneity of creating this animated piece came after a challenging morning, highlighting how inspiration can arise in unexpected circumstances. The experience affirmed their belief in the power of AI to bring imaginative concepts to life without the constraints of traditional production methods.
Challenges of Animation Production Costs
Discussing the financial barriers associated with traditional animation production, the speaker elaborates on the high costs typically involved. Creating a one-minute animated clip could easily require budgets ranging from $50,000 to $100,000, making such projects inaccessible for most independent creators. In contrast, generative AI enables creators to produce quality content on a significantly lower budget and with minimal resources. This accessibility not only democratizes animation but also allows for rapid experimentation and innovation in storytelling.
Curating AI Output in Storytelling
The speaker emphasizes the significance of curation when working with AI-generated content. Unlike traditional creation, where the artist's vision is the sole guiding force, generative AI often produces unexpected results that can lead to unique storytelling moments. The skill lies in interpreting and integrating these surprises into a cohesive narrative, enhancing the overall storytelling experience. This perspective shifts the role of creators from mere producers to curators, who blend human creativity with AI's generative potentials.
Navigating the AI Landscape
Reflecting on the anxiety surrounding AI's influence on the creative industry, the speaker encourages individuals to engage with the technology rather than resist it. By exploring AI tools and fostering curiosity, creatives can enhance their abilities and adapt to industry changes. They highlight that emotional responses to AI—be it fear or frustration—are common, but proactive engagement is vital for growth. Embracing AI opens up new pathways for innovation and storytelling, transforming how creators approach their craft.
In this episode, Blair Vermette, founder of Rabbit Hole, shares his remarkable journey from traditional television production to the forefront of AI-powered creativity. Initially sceptical - frustrated, even - by AI’s impact on creative industries, Blair found himself at a crossroads. Instead of resisting, he leaned in, exploring AI’s potential and ultimately redefining what was possible in storytelling.
Blair walks us through the creation of his viral Adidas spec ad, Floral, the project that propelled him into the AI spotlight and reshaped his career. He discusses the challenges of scaling Rabbit Hole, the unpredictability of AI-generated content, and how his background in editing and directing gave him a unique edge in the space.
A natural storyteller, Blair introduces his philosophy of “breaking the spine”-thinking conventional story structures to craft unexpected, engaging narratives. He also shares insights on curation vs. creation, the role of human instinct in working with AI, and the future of creativity in an era where technology is rapidly changing the game.
Key Takeaways:
Curation is as Vital as Creation – AI doesn’t replace creativity; it enhances it. Blair emphasizes that knowing how to curate and refine AI-generated content is just as important as generating it.
Spec Ads Can Open Doors – Blair’s Adidas Floral campaign proved that self-initiated projects can be career-defining, attracting industry attention and unlocking new opportunities.
Instinct and Storytelling Still Matter – While AI can generate stunning visuals, human intuition, taste, and storytelling structure remain irreplaceable in making content truly compelling.
Adapting to AI is Crucial for Creatives – AI is reshaping creative industries, and those who embrace experimentation and evolve their skill sets will be best positioned for success.
Breaking the Spine Unlocks Originality – Blair challenges traditional storytelling structures by disrupting linear narratives, starting in unexpected places, and reshaping story arcs to keep audiences engaged.
00:00 Introduction to Blair and Rabbit Hole 00:25 Blair's Journey into Generative AI 01:53 The Impact of Generative AI on Creativity 04:35 Creating 'My Name is Gary' 07:51 The Cost and Constraints of Traditional Animation 14:38 The Making of the Adidas Spec Ad 19:02 The Viral Success and Its Aftermath 24:08 Scaling Up to Meet Demand 27:20 The Dilemma of Building a Team 28:55 The Importance of Instinct and Originality 29:48 Professionalism in Creative Work 30:16 Leveraging AI in Storytelling 34:50 The Value of Obsession and Specificity 36:02 Entrepreneurial Ideas for Creative Growth 44:02 Breaking the Story Spine 48:18 Navigating the AI Transition 50:58 Final Reflections and Encouragement
