If you have ever wondered who is behind the adorable images of cats and flowers that you receive every morning through different chats, the answer is an army of beloved designer grandmothers perfectly coordinated to create the best creativity. But even they are adapting their processes to the era of artificial intelligence.

This fun scene is what Freepik, a Spanish company specialized in generative AI and stock graphic resources, has devised to highlight the creative possibilities of its tools. It does so in a recently launched campaign, titled “The Good Morning Club”, designed and carried out by The Creative Lab, the internal creative project with which the company explores the technical and creative possibilities of artificial intelligence.

In the piece he portrays that imaginary Good Morning Club, which is nothing more than a large group of adorable old women who, with their simple design tools, put all their will into creating the best images to wish a happy day to all their loved ones. The process, however, encounters friction in the time spent or technical problems with the software. But everything is left behind with the arrival of Freepik and the opportunity to generate pieces from prompts and customization options.

The creation of the piece has been led by the creative duo formed by Nielo Muñoz and Miguel Rodríguez who, as they have shared with reason.Whyhave coordinated a team with four other professionals to bring the idea to life. The video generation process has been carried out for three weeks, and is the result of the creative freedom that the company has granted them.

As they explain, the video seeks to demonstrate that, regardless of the tool used, what matters is telling a good story. “We wanted to convey that AI is a tool that democratizes creativity, but always putting a good idea first“, says Nielo Muñoz. “The objective was to show that with a good idea and using the tool well we have unlimited creative capacity.”.

The creation of “The Good Morning Club” has involved various models, all of them integrated into the Freepik platform. Specifically, Google Image 3 has been used to generate images; and Google Veo3, Kling, Seedance or Nanobanana to convert these images into videos. In addition, Premiere, After Effects or Illustrator have been used for post-production.
Original music has also been created using Freepik Tunes, the company’s music and voice tool.

However, the production of the piece, as Rodríguez explains, has been approached following the usual dynamics. Thus, a literary script was first prepared, from which a technical script and a storyboard were created. Casting was also carried out for the protagonists by testing different prompts. Similarly, the text prompts were refined to generate the resulting aesthetic.

“We wanted to reflect the dawn of a day in London, in an interior. This has involved many tests with styles, cameras, types of light, because there is natural light, from light bulbs and computer screens.“, comments Miguel Rodríguez. “We were looking for a cinematic look and I think we have finally achieved a piece that is consistent in every sense, from the story, to the characters and the aesthetics.”.

The campaign has opted for humor not only to connect with viewers, but to strengthen Freepik’s brand personality and, at a strategic level, dilute the emotional barrier that still separates many users from technology. “We live oversaturated with content and information, and we have very little time to connect with people“, Nielo Muñoz comments to this medium. “We want people to stop and have a good time, and humor is a common code and a fantastic way to convey ideas and messages”.

The campaign is an example of the transformation that Freepik has promoted in the last two years. The company has reoriented both its business model and its internal operations in the face of the emergence of generative AI. As Paula Vivas, Head of Marketing for the United States at Freepik, commented, reason.Why After the “Scaling Creativity with AI” meeting, the team has adapted its functions to the company’s commitment to AI. “The creatives who were previously dedicated to generating content for the stock part, and now have transformed into AI Artist. They have had to specialize in record time: they are the ones who test the tools, the ones who create the product videos, etc.“, he pointed out to this medium.

“The idea articulated by ‘The Good Morning Club’ is for all types of audiences“, Paula Vivas explained to reason.Whyregarding the campaign. “It shows that in the era of artificial intelligence what prevails are ideas. History shows that what was done in one way is now done in another, but you continue doing it with your usual friends”.