At Copper, creativity isn’t a single process – it’s a spectrum.
This year, to celebrate the festive season and showcase that variety, we created not one but two season’s greetings videos. While they share the same message, they were made in completely different ways. One was crafted using an artificial intelligence (AI) tool, while the other was filmed and edited by our in-house production team.
Presenting these videos side by side gives a glimpse into the evolving world of content creation and the flexibility we bring to our client work. It also highlights an important truth: there is no one “right” way to tell a story. The best approach always depends on the message, the audience and the goals behind the piece.
When AI is the right creative choice
AI-driven content creation is advancing dramatically, opening up new opportunities for speed, accessibility and experimentation. For our AI-produced video, we used a generative visual tool to ensure the final piece looked polished and professional, and also felt like Copper.
AI is especially useful when we need to explore concepts quickly, create visuals that would otherwise be too complex or costly to produce, or test multiple styles before choosing a direction. It’s a space where creativity can expand rapidly, without the constraints of traditional production.
Creating our AI video didn’t come without its challenges: at one point, the technology generated a five-legged sheep. Such is the nature of the tool, we couldn’t quickly correct it, so it didn’t make the final cut… the sheep that is, not just the bonus leg!
So while AI can be powerful, it’s not always the answer on its own. Effective use of these tools still requires an editorial eye.
When real-life production makes the difference
Our second season’s greetings video was fully produced by our team. There’s an irreplaceable authenticity that comes from live production. For certain stories, especially those centred on people, place or lived experience, a hands-on approach is still the best way to connect with audiences.
Our production process typically moves from concept development to storyboarding, the shoot itself and then post-production – where everything comes together. While it takes more time than an AI workflow, it also gives us complete control over tone, style and storytelling.
It’s not AI or humans – it’s both
The future of creative content isn’t about choosing between AI and traditional production. It’s about using each where it works best, and combining them when it strengthens the story. Sometimes the answer is innovative technology; sometimes it’s the craft of a skilled team behind a camera. Often, it’s a blend.
We posted and compared these two videos to give our clients an idea of the different tools and approaches we use, to help them choose the method that best meets their needs.
If you’re curious about how we decide between AI and human production, or a considered combination of both, and our process for shoots (from concept to camera to cut), get in touch.
Wishing you a warm, restful festive season and a brilliant start to the New Year!