DDB automates creative process with new Schmackos campaign created programmatically

In what could be a chilling vision for the future of production and editing, DDB Melbourne has created an entire campaign using a programmatic approach to the creative, shooting the scenes which were then put into an editing and production system which stitched the work together to create the final ads.

The process removed the time-consuming and expensive manual editing process from the production of the campaign entirely. DDB Melbourne creative director, Robbie Brammall, said the approach was a response to creating a large amount of content on a tight budget.

The campaign features a range of different dogs revealing what they do to earn dog treats, with nine different ads created by the system.

“It’s something we have been trying to solve, ‘how do we create lots of great content on a small budget?’,” Brammall told Mumbrella.