A Look Back at 2024, And Towards the Future.
2024 has been an incredibly fast-paced and transformative year. The world of generative AI has evolved at an unprecedented speed, with every update pushing the boundaries of what’s possible. It’s been thrilling to witness this revolution and even more exciting to contribute to it through Secret Level. Over the past year, we’ve grown, adapted, and achieved so much as a company. This article reflects on our highlights from December 2023 to December 2024 — and a glimpse at what lies ahead.
DECEMBER 2023.
I had mentioned to Dave Clark that while AI-generated trailers were everywhere, no one had attempted a spec ad. Within days, he had created a generative AI Adidas ad that went viral, capturing global attention and Dave became the first director we signed to Secret Level. Fast forward to DECEMBER 2024, and we’ve come full circle. I recently released The Heist, a short film created with Google’s Veo 2 platform, which has already garnered over 10 million views on social media. Then a week later I followed up with another short test called, ‘Fade Out’ (450k currently)— which is currently blowing up Twitter.
JANUARY 2024.
We started the year by collaborating with VML Seattle and the Washington Lottery on a multifaceted campaign. We released a 30-second TV spot that blended live-action with AI-generated visuals and a series of social films created entirely in AI. To complement this, we developed a mobile microsite that allowed users to upload a photo and see themselves embarking on an AI-crafted vacation around the world. The project resonated deeply, especially with those who hadn’t experienced AI tools firsthand, offering them a fun and accessible way to see themselves through this technology. It was an exciting start to what would become an incredible year.
FEBRUARY 2024.
To officially launch Secret Level, we created Dream With Us, a groundbreaking film that seamlessly combined live-action, AI, visual effects, and animation into a single project. The entire film was completed in just under two weeks, with live-action shot on a small green screen soundstage. I had the vision for creating a fully generative AI pipeline, pushing the boundaries of what’s possible with a talented team of artists passionate about advancing the medium. The result was a film that resonated with both the industry and audiences alike, earning recognition from publications like Ad Age.
Basically, this was the lightbulb moment. We had created something that would have taken months and would have been very expensive — and we did it in a fraction of the time. This pipeline is now at the core of every project we do.
MARCH 2024.
We partnered with Intel on a groundbreaking project for their Intel Vision 2024 conference. In addition to creating AI-generated content for the event, we developed an AI-powered DJ built-in Unreal Engine, complete with AI-powered motion capture and AI-generated visuals. It was an exciting and innovative collaboration that showcased the creative potential of AI in live events.
APRIL 2024.
I received a call from a friend who works with Girls Inc., a Los Angeles-based non-profit dedicated to empowering young girls. They wanted to create an ambitious commercial but had limited resources. To help, we partnered with them to produce a spot that creatively combined AI, visual effects, and live-action. Most of the project utilized AI-generated motion backplates with CG enhancements, keeping production efficient and visually striking. For the final scenes, where we showcased the girls themselves, we incorporated live-action footage. It was a meaningful project for us at Secret Level, and we’re incredibly proud to have supported their mission.
JUNE 2024.
I decided to experiment with something fun and released an animated trailer for a kid’s show concept called The Wood Fuzzles. The story centers around handmade-style characters in a whimsical forest setting, brought to life with a stunning cinematic aesthetic. The trailer gained significant attention online and became the first project under Secret Level Originals. We’re now actively developing it into a full children’s TV show, with the pilot already in production. The show is set to be groundbreaking, thanks to the innovative techniques we’re employing for character performances and storytelling.
SEPTEMBER 2024
In September 2024, I was approached by the Black Eyed Peas’ manager, who introduced me to will.i.am to explore creating an AI-driven trailer for their upcoming Las Vegas residency in February 2025. After flying to LA to meet with Will, we quickly expanded our collaboration. In addition to the trailer, we worked with the Black Eyed Peas on crafting the narrative of the show and producing AI-generated social media content. Partnering with such a forward-thinking and iconic group highlighted the incredible potential of generative AI. When a band or brand fully embraces this technology, the results can be nothing short of magical.
OCTOBER 2024.
As part of the inaugural Culver Cup, one of our incredibly talented artists, MetaPuppet, debuted his short film Mneomanade. This AI-driven masterpiece explores memory, love, and loss, telling the story of an elderly woman with dementia who reconnects with her past through forgotten recipes. With its striking visuals and deeply emotional narrative, Mneomanade demonstrated the power of generative AI to craft profoundly human stories. It was a profoundly moving experience, nearly bringing the audience — and me — to tears.
November 2024.
In November, we launched one of our most ambitious projects to date: a generative AI reimagining of Coca-Cola’s iconic The Holidays Are Coming TV commercial. Partnering with one of the largest and most iconic brands in the world, which fully embraced generative AI, was an extraordinary milestone for us. The ad, which we began crafting in the summer, underwent rigorous global testing and was met with resounding enthusiasm, ultimately leading Coca-Cola to greenlight its release. Debuting just before Thanksgiving alongside two other reimagined Christmas ads, it instantly became a cultural phenomenon, sparking conversations around the world. While some responses were polarizing, the campaign became one of the most talked-about AI projects of the year. It demonstrated not only the evolving power of generative AI but also how far we’ve come in just a few months. We’re incredibly proud to have been at the forefront of such a groundbreaking moment, pushing boundaries and creating work that represents the future of storytelling.
We created a special behind-the-scenes look into the making of this iconic generative AI commercial.
DECEMBER 2024.
December was an exciting month for us at Secret Level, marked by the exciting announcement of Eric Shamlin, an industry luminary, joining us as our CEO. Eric’s leadership is already propelling us toward a bold and innovative future. We also wrapped up the year with A Very Gen AI Yule Log, a personal project that combined an hour and a half of original music with AI-generated visuals. The album, ‘Christmas From The Void’ is available on all major streaming platforms, and the Yule Log was designed as a fun holiday feature for TVs everywhere — loved by kids and adults alike. Ever since creating Elf Yourself, I’ve had a passion for producing fun, festive content for the holidays, and this project was no exception. It was AdAge’s #1 AI projects to watch and received the Editor’s Choice.
At the same time, Monica Monique and I traveled to Miami for Filmgate at Art Basel, where we spoke on a panel about the intersection of AI and storytelling. Meanwhile, we were deep in production, crafting AI-generated reenactments for a documentary premiering at Sundance in January 2025. Looking ahead, Eric and I are excited to speak at Digital Hollywood @ CES in January, continuing the conversation around AI and its impact on the creative industry.
To top it all off, Google released Veo 2, which completely redefined our sense of what’s possible with generative AI. Within a single week, both of the shorts I created using the platform went viral, demonstrating to the world the extraordinary potential of this technology.
2025 WILL BE MONUMENTAL
As we step into 2025, I can’t help but feel both inspired and deeply grateful. This past year has been nothing short of groundbreaking, and it’s all thanks to our incredible clients and the talented artists who have made Secret Level what it is today. The pace of innovation in generative AI has been astonishing, and we’re proud to have been at the forefront, solidifying our position as the leading generative AI entertainment studio. But 2024 was just the beginning — an appetizer for what’s to come in 2025.
This year, we anticipate an even greater shift in the industry, with more substantial budgets and resources being allocated toward generative AI projects. At Secret Level, we’re not only ready to meet this shift but to lead it. We’re doubling down on our Originals division, bringing bold, creative visions to life. At the same time, we’re investing heavily in new technology, including an innovative platform that will allow us to produce the highest quality content faster and more efficiently than ever before. Innovation remains the cornerstone of our success, and we’re committed to staying ahead by empowering our talent and refining our tools.
2025 promises to be an extraordinary year. We have a lineup of projects that I’m eager to start announcing in the months ahead — projects that will push the boundaries of what’s possible in generative AI. None of this would be possible without our incredible team and the trust of our clients. I’m endlessly proud of what we’ve achieved together and honored to be at the helm of this moment, shaping the future of entertainment.
Thank you to everyone who has been part of this journey. Here’s to another year of innovation, creativity, and breaking new ground in generative AI.
— Jason
