Don't get it either. LGTM. Sure, it's no high budget (pre-AI) Coca Cola Christmas Ad, but it's not disturbing or particularly bad. Feels like people are just jumping on the "AI ads bad" bandwagon.
> If AI frees up VFX artists so they can work on movies rather than commercials, I'm all for that.
There are way more people who want to be movie VFX artists then positions. Artists do commercials, because it pays that is where jobs are. They would gladly do cool movies.
> There are way more people who want to be movie VFX artists then positions.
Not good ones. Good VFX studios are actually a major blocker in movie production, because there aren't enough of them. And their only limit is the number of qualified artists available.
Really not. If the movie studios were willing to pay for that, there would be more studios.
We are talking about very competitive field where employers call all the shots. You know how you recognize lack of workers in an area? By high salaries, low competitiveness and very good working conditions.
> If AI frees up VFX artists so they can work on movies rather than commercials, I'm all for that.
This isn’t how it works. Excel didn’t free up bookkeepers to become CFOs. Digital photography didn’t free up photo lab technicians to become cinematographers.
The person who in 1970 would have been an accountant at Ford Motor Company with a pension and a mortgage is now, displaced by Excel, working at two burger joints to make ends meet, with no realistic path to anything better. The VFX artists will follow in the exact same footsteps. The shareholders will keep the difference, as they have time and again.
There's demand for VFX artists like there's demand for video game developers; so many people want to do it that it drives wages down and there's demand for even cheaper labor. Nobody dreams of making TV commercials, movies are what people want to make.
Yes there are so many people that want to do it. Unfortunately, they're mostly junior-level. There continues to be a real shortage of senior-level VFX talent.
Okay, so the junior VFX guys who could only get jobs making commercials should, now that there is less demand for them to make commercials, go make movies instead? Make it make sense.
Why are you assuming it's the junior VFX guys making commercials? Commercials have big budgets too.
It's the same studios. They do work both for Hollywood and ad agencies.
But if ad agencies decide they're happier with lower-quality AI for 5% of the price (whereas they weren't if junior artists were still 50% of the price), while movie producers are not, then yes. They can make movies instead.
Okay, so the senior VFX artist who has the experience to get a job in the movie industry if he wants it, instead gets a job in the commercial industry because the pay is better or maybe he just prefers it, now has to work in the movie industry contrary to his preferences.
No matter which way you slice it, you're not doing anybody a favor by eliminating their job. People generally already work the best job they can manage to and by eliminating that job you're making them pick another job they otherwise wouldn't have picked, or worse and more often, leaving them without a job because they were already working in the best job they were qualified for.
The whole "now that these jobs have been eliminated, the former workers are free to find a new job!" thing is bullshit cope. Always has been. They were already free to chose another job, and chose the one you think you're 'freeing' them from. You're not giving them choice, you're taking it from them.
There's a reason nearly all of the old guard VFX studios were driven to bankruptcy over the last decade and it doesn't have anything to do with massive demand for talent.
Commercials are mostly dumb. This is another pretty dumb one. It has clunky AI just like plenty of other commercials have clunky traditional VFX.
Can't really see myself getting worked up about it?
If AI frees up VFX artists so they can work on movies rather than commercials, I'm all for that.