Can AI Make Film That Feels Like Your Brand? Defining a Company's Character and Extending It into Film

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Event Information

Can AI Make Film That Feels Like Your Brand? Defining a Company’s Character and Extending It into Film

09.29 tue

12:00 - 13:00

the AIR

Can AI Make Film That Feels Like Your Brand?

The advance of generative AI is reshaping what brand film can be. In this session we welcome Kosuke Hayashi and Rica Constance of amana inc.,
who reconsider the changes AI is bringing to brand film through a single question:
how do you define a company’s character, and then extend it all the way into film?

Conversations about generative AI tend to centre on the finished image. But the change begins earlier
— at the stage where you decide what it is that makes a brand itself.
This session follows the work of putting that character into words, then into pictures,
then into story, and examines how the arrival of AI changes both the process and the expression.

From there, we ask how much of a company’s distinctiveness AI can carry,
and set out what people must still decide for themselves in the brand expression to come.
For brand and marketing professionals, communications and PR teams,
business leaders and creators — a session for everyone facing brand expression in the age of AI.

Guest

Kosuke Hayashi

amana inc. ／ Department Manager | Executive Producer

He heads A³, amana's core AI organisation, and oversees the AX initiative across the group,
putting AI to work in both the business and the organisation itself. For clients he covers brand strategy,
advertising creative, risk management and PoC support; internally he is building education programmes,
drawing up guidelines, and putting workflows for AI use in place. He began as a producer of advertising and promotional work for major corporations,
widening his repertoire alongside each turn in digital technology — websites, apps, IoT devices, XR and experiential events.
His awards in Japan and abroad include Cannes Lions, D&AD, ONE SHOW, Spikes Asia, AdFest and ACC.
At the advertising agency where he previously worked he served on the board,
giving him a foothold in both the creative floor and the running of a business.

Rika Constance

amana inc. ／ Art director | Prompt architect

After working in Southeast Asia and the United States, she has been based in Japan since 2010.
She handles visual communication for brands in Japan and abroad,
with a remit that runs from building brands for new products and services through to supporting expansion overseas.
Working primarily in 3DCG, digital branding and visual prototyping,
she has pursued expression that brings a fresh perspective to received ideas.
She is currently Director and Prompt Architect at amana's dedicated AI unit,
specialising in the prompt design that draws out what generative AI is capable of and in building creative AI systems.
Fluent in seven languages, she combines that sensibility with the latest AI technology to translate a company's character into expression.