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.
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From Anger to Passion
Blair Vermette, initially frustrated with AI, discovered its potential during the pandemic.
His "My Name is Gary" cartoon, created for a RunwayML film marathon, became a finalist, sparking his passion for AI.
insights INSIGHT
AI's Enabling Power
AI enables creative projects previously impossible due to financial constraints, like high-quality animation.
This accessibility empowers storytellers to bring their visions to life without large budgets.
volunteer_activism ADVICE
Curation over Creation
Treat AI as a collaborator, not just a tool; embrace its unexpected outputs.
Curate and refine AI-generated content, leveraging its gifts to enhance your storytelling.
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In this episode, Blair Vermette, founder of Rabbit Hole, shares his journey from traditional TV production to becoming a pioneer in AI-powered storytelling. Once frustrated by the rise of AI in creative work, Blair chose to lean in—leading to the creation of Floral, a viral Adidas spec ad that transformed his career.
He talks about scaling his creative studio, navigating the chaos of AI-generated content, and how his editing background gave him a competitive edge. Blair also breaks down his “break the spine” storytelling philosophy, the balance between curation and creation, and the enduring role of human instinct in an increasingly AI-shaped creative world.
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
Beyond The Prompt - How to use AI in your company