Generative AI is evolving at a breakneck pace. What started with text and static images can now bring video, audio and animation to life. At Capital Sports, we follow these developments with great interest. Why? Because we believe GenAI will have a lasting impact on how we tell stories, build brands and bring sports and culture closer together.
The power of GenAI in creative workflow
GenAI is technology that, with smart algorithms and mountains of data, creates new content. Images, texts, videos: everything is created from a simple text prompt. For our creative team, that's worth a lot. Ideas that used to take hours or days to work out, we now visualize in minutes. That gives room to experiment, to connect sports, fashion and culture and to make concepts tangible immediately.
Midjourney v7: from image to motion
The latest version of Midjourney v7 takes another step forward. In addition to generating images, you can now animate those images. The new video feature allows you to subtly bring AI-generated visuals to life with movement and depth. We, of course, did not miss this opportunity.
We tested the update during Fashion Weeks in Milan and Paris. Sports and fashion have been a golden combination there for years. Think of the catwalk arrivals of soccer players, where style is as important as performance. With Midjourney v7, we created short animations of soccer players who took to the catwalk as if they never did anything else. The sheen on fabrics, the natural movement of models, the realism.
Click on the video for more soccer heroes as fashion icons.
What this means for us
For us, GenAI is a tool that helps us tell stories faster, more visually and more powerfully. Not as a replacement for talent and craftsmanship, but as an enhancement of what we create together. It gives us and our clients an edge with possibilities that until recently were unthinkable.
Which athlete do you see on the catwalk?
Wondering what GenAI can do for your brand or campaign? Fancy a sparring session? Let us know. We'd love to think along with you.