close
close

Mondor Festival

News with a Local Lens

    • WPP unveils GenAI-powered ad creator | News
    minsta

    WPP unveils GenAI-powered ad creator | News

    Pabio Posted on

    Screenshot 2024-12-11 at 11.52.56

    WPP has created a large GenAI language model to enable the creation of natural language text-video/CG assets.

    The initiative allows the rapid creation of scenes from natural language queries.

    Scenes are rendered on specially designed Renderboxes PCs with 14 Nividia A6000 graphics cards.

    You can ask something like “Make me a backdrop with a large forest in the foreground and a road winding through the mountains” and this uses CG assets from the WPP library to recreate the scene.

    This is then rendered very quickly using a high-powered workstation equipped with 14 Nvidia GPUs (each graphics card costs around £6,000).

    Nvidia, Adobe, WPP, Arri and many other big tech brands are part of the proof of concept.

    Cinematographer Brett Danton works with WPP to provide a cinematographer’s perspective on how technology can be used to enable creativity in commercial production, including the use of production virtual and AI.

    It trains students through a Creative Tech Apprenticeship program run by WPP (see box below). Student apprentices were heavily involved in the creation of WPP’s GenAI tool.

    Danton explains: “We created customizable ads using a large language model that generates worlds with GenAI. The system, which was developed as a proof of concept, was built by our technical apprenticeship students, bringing together WPP’s massive library of 3D assets to enable natural language queries to create scenes. It takes just two seconds to render each image in a data center, using a high-performance PC equipped with Nvidia cards.

    Learning creative technology

    The Creative Tech Apprenticeship is a fully funded, nine-month intensive program where individuals learn creative tech skills and develop their artistic voice by working on real-world projects with some of the world’s best marketing agencies.

    Founded by WPP and in partnership with some of the biggest names in the industry (Nvidia, Microsoft, Epic Games, etc.), apprentices learn the latest software and hardware that will prepare them for a career in creative technology. Today.

    The program gives participants the experience of working on collaborative projects with real-world clients to not only give them a better understanding of project execution from idea to installation, but also to give them a competitive portfolio, allowing them to complete this program ready to enter the industry. .

    Participants learn technical and creative skills, with courses including creative coding, game engines, virtual production, future machines and generative AI. During the apprenticeship, students work on real projects for real clients.

    WPP’s mission is to prepare our apprentices for today’s creative technology industry, teaching them the skills used by top agencies today and preparing them to enter the workforce as a successful employee.

    To ensure this, the company has its programs taught and prepared by the industry’s leading creative engineers and complements the program with workshops on creating a portfolio, writing a CV, learning to network, practicing presentation and much more.

    WPP is the world’s largest advertising company, with brands including Gray and Ogilvy. WPP’s clients include Adidas, Coca-Cola and Sony.

    Pabio
    View all posts

    You Might Also Like