# Coca-Cola's 2024 holiday campaign reimagined its 1995 'Holidays Are Coming' spot with films made by three AI production studios using generative video tools

Page: https://flyvolo.ai/en/changes/ev-20241112-video-editor-1
Date: 2024-11-12 · Stage: Deployment
Can this record move a task judgement? yes
Occupation: https://flyvolo.ai/en/careers/video-editor

## Scope

One global brand's seasonal campaign. The company names the three studios — Secret Level (Los Angeles), The Wild Card (Kuala Lumpur) and Silverside AI Tech Lab (San Francisco) — and technology partners including Microsoft, Leonardo.ai and OpenAI. The AI spots ran alongside conventionally produced advertising and drew public criticism from creative professionals, which the company release does not mention. It says nothing about how many editors worked on the films, what they were paid, or whether the brand spent less; a brand reimagining one archive spot is not evidence about commercial video production generally.

## Source

- The Coca-Cola Company — media centre, 2024 holiday campaign — https://www.coca-colacompany.com/media-center/groundbreaking-digital-experience-and-films-fuse-holiday-heritage-with-cutting-edge-tech (primary source)

## What this means

A deployment record for the 'directing generated footage' task at the top of the market: a global brand ran holiday spots made with generative video tools by three named AI production studios. On the deployment layer it shows generated footage is buyable for broadcast advertising, and that someone — the studios' editors and directors — was paid to prompt, select and cut it.

## What it does not show yet

One brand's campaign, run alongside conventionally shot ads and met with public criticism, does not show that clients generally accept generated footage or that it is cheaper once the retakes are counted. It says nothing about corporate or news editing, where disclosure rules differ, and nothing about how many editors those studios employed versus a conventional shoot.

## How to verify it yourself

Check the AI-disclosure clause in the last contract or brief you worked under (or ask the producer whether one exists) and note whether generated b-roll is permitted, banned, or unmentioned; that single line determines whether this task is open to you on your current clients.


More: https://flyvolo.ai/llms.txt