rp Reacts: Google's Veo 3

Things just got real. Google’s Veo 3 marks a significant advancement in AI video creation technology, with potential implications across content creation, media, and production workflows. Our team is weighing in on the potential impact across our industry.

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Veo 3 proves that convincing AI video is here right now, and it'll only get better. This has led to, and will continue to lead to, a higher volume of slop/brainrot content that'll get harder for us to sift through. I use image generation tools daily and I have a hard time discerning what is real these days. People like my dad? Cooked.

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On the other hand, it’s incredibly impressive and exciting. High-quality visual effects are now accessible (for a monthly subscription of course) to anyone, and there are plenty of people out there who see this as a way to enhance their creativity, not replace it. I want to be excited about this tech, I genuinely think it's a part of humanity's next big thing a la the discovery of fire or The Internet.

- Spencer Watson, Graphic Designer

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"'With great power comes great responsibility.' I’m optimistic about the technology and what it will do for creators. Just like any other tech upswing, some people will use it poorly or for the wrong reasons while others will add it to their list of tools to make new and awesome things. 

Long story short, it’s going to be used, but how well and with what level of taste and human decision-making will be what separates the great from the average."

- Drew Beamer, Creative Director

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"Artistically, it'll run the same course as everything from the printing press to WYSIWYG design tools. Soon, for everyday communications, custom videos will replace the GIFs that have already replaced emojis.

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The bigger question for me is what happens when the invented characters we see on screen become indistinguishable from the people we encounter in real life. Maybe instead of brands hiring celebrities to be in their ads, filmmakers will hire brand mascots to star in their shows?"

- Karla Jackson, Creative Director

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"AI grants wings to the dreams we’d tucked away in shadow, letting them soar once more. If only there might be an eye to see, a heart to care. That remains the tender ache at the heart of creation."

- Matt Reed, Creative Technologist

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"Is Veo 3 cool? Yes. Do I see Veo 3 as a tool that can help enhance the creative process? Absolutely. Is Veo 3 the future of video creation? Maybe. I have my doubts, especially if people think that using Veo 3 and other AI tools will magically take a commercial production from $500K down to $500 (we all saw that headline and likely scratched our heads). AI tools can help us prototype new ideas, generate key visuals and storyboards. Heck, we can prototype an entire spot and put that into testing for a fraction of the cost. But for final production, I’d still leave that to the professional filmmakers and AI artists. 

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We’re actually in the beginning stages of our first full AI production and I’m blown away at the team we’ve assembled, all who come from production and filmmaking backgrounds. The team is bringing years of experience together, researching every little detail, something that I feel AI tools just can’t compete with, at least not yet."

- Matt Weber, Director of Production

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Curious if AI is the right solution for your next production? We've compiled this guide to help you decide.

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