In an innovative move, creative production partner Tool used ElevenLabs’ AI Voice software to recreate the voice of two-time world heavyweight champion Anthony Joshua for a new Under Armor campaign, according to the ElevenLabs blog.
Creative solutions in tools
Known for its expertise in cultural strategy and efficient production processes, Tool faced a unique challenge when tasked with creating a campaign celebrating Under Armour’s partnership with Anthony Joshua. Joshua was unable to participate in the commercial shoot due to his grueling training schedule.
To overcome this, Tool adopted a mixed media approach. The campaign combined Under Armour’s existing live-action footage with custom computer-generated (CG) and AI visuals, motion and sound to bring the project to life.
Take advantage of ElevenLabs’ AI technology
A pivotal aspect of the project was the use of ElevenLabs’ Text-to-Speech model for film audio. Using samples of Joshua’s interviews, Tool was able to create a synthetic replica of his voice. This AI-generated voiceover provided life-like narration without Joshua’s physical presence in the recording studio.
“Everyone was blown away by how good it sounded,” said Dustin Cailiff, Tool president. AI voice software not only provided hyper-realistic voiceovers, but also greatly improved the efficiency of the project.
Advertising featuring global brands and professional athletes typically requires multiple rounds of reviews, which can last anywhere from 5 to 6 weeks. However, the ‘Forever is Made Now’ campaign was completed in just four weeks. The project also proved to be cost-effective as it only required one week of the sound design team’s time. This is an achievement that would be unimaginable without ElevenLabs’ generative AI audio.
AI as a creative tool
The tool emphasizes that AI is not a replacement for creative work, but rather a useful aid. “There is no magic AI button that generates ads. AI is a human-driven creative tool,” Tool explained.
Expressing his enthusiasm for the potential of generative AI, Cailiff said: “I think what we’re seeing in generative AI today is the most exciting opportunity since the advent of the Internet. AI allows us to partner with our customers to deliver both creative and business value.”
The successful implementation of ElevenLabs’ AI in an Under Armor campaign demonstrates the growing role of AI in creative industries, delivering both efficiency and high-quality results.
To view the completed ad, complete with ElevenLabs’ voice narration, visit the ElevenLabs blog.
Image source: Shutterstock