Summary
This case study examines the production workflow for "The Casket," an comedic sketch created for Dollar Shave Club (DSC). The project utilized an AI-assisted video creation pipeline to rapidly prototype characters, environments, and edits, facilitating a tight, iterative feedback loop during the production.
The analysis highlights how the team navigated significant creative pivots, refined AI-generated assets to meet specific brand guidelines, and managed the challenges of achieving comedic timing in an AI medium over a roughly Two-week period.
The Challenge
To produce a witty, on-brand ad that maintained DSC's signature humor while leveraging cutting-edge technology to accelerate the timeline and enhance creative optionality.
The Solution
A revolutionary hybrid workflow where AI was used for rapid ideation and visualization, while human expertise drove the narrative, refined comedic timing, and ensured a high-quality final product.
Client Profile
Dollar Shave Club (DSC): A brand known for disruptive marketing with a distinct, comedic, and direct tone. Their content often balances absurdity with high production values.
"No BS. Just a Great F**king Shave."
Project Objective
To produce a short animated video (target runtime 30-40 seconds) depicting a comedic scene involving a customer ("Mark"), a "sleazy salesman," and a casket equipped with Bluetooth. The critical requirement was achieving a fast-paced "comedy sketch" feel rather than a "movie drama."
The AI-Powered Workflow
ADVIDS employed an AI-driven production pipeline, enabling rapid visualization and iteration. This approach is designed to make complex changes—such as adjusting character features, wardrobe, color grading, and pacing—faster than traditional animation workflows.
Rapid Prototyping
Generating multiple visual options (A/B testing) at nearly every stage of approval.
Iterative Asset Refinement
Fine-tuning specific AI-generated assets based on granular feedback.
Flexible Post-Production
Quickly altering color grades, sound design, and pacing in response to feedback.
Asynchronous Communication
Utilizing Slack for internal coordination and email for formal client communication.
Project at a Glance
Client
Dollar Shave Club (DSC)
Agency Partner
Advids
Project
"The Casket" - Humorous Digital Ad
Primary Goal
To create a sharp, funny, and brand-aligned ad campaign faster and more flexibly than a traditional production model would allow.
Duration
2 Weeks
Core AI Technologies
Veo 3 AI (Scene & Character Generation), Midjourney/Runway (Lookboards)
Post-Production Tools
Adobe Premiere Pro / DaVinci Resolve
Collaboration Stack
Slack (Real-time Communication), Google Drive (Asset Management)
Final Deliverables
Multi-format Video Ads (34s, 38s, 41s)
Project Timeline
1. Kickoff & Script Ideation
Milestone: Initial briefing with DSC
Key Outputs: Humor-driven ad concepts; rough story beats
“We want the humor sharp but not slapstick — think confident absurdity.”
2. Script Finalisation
Milestone: Approval of dialogue, pacing, and humor
Key Outputs: The Casket - Screenplay - V2.pdf
“Punch up the timing before the punchline... 1.5s pause added.”
3. Character & Setting Selection
Milestone: Casting discussions, tone alignment
Key Outputs: AI character visuals and scene mockups
“Let's roll with Mark D... think cheap suit, Ron Burgundy meets 'sleazy salesman'.” References: Mark - Visuals, The Salesman
4. AI Concept Visualization
Milestone: Generated lookbooks for props & tone
Key Outputs: AI concept art for caskets, end cards
"Casket Design: Cheap Casket 3 - this is spot on."
5. First Full Draft
Milestone: 57s initial edit shared for feedback
Key Outputs: The Casket Full Video 16:9
6. Iterative Editing
Milestone: Multiple shortened cuts (38s, 44s)
Key Outputs: Color Corrected - Playful - Faster
“Trim the door opening... Overall - more playful.”
7. Feedback Loop
Milestone: Precision changes (sound, pacing, gestures)
Key Outputs: Feedback notes captured in Slack
"Can salesman raise phone when saying Bluetooth?"
8. Final Delivery
Milestone: Approved cuts across multiple formats
Key Outputs: The Casket - Shorter - Refined
The Hybrid Workflow
A Granular, Phase-by-Phase Breakdown
Phase 1 & 2: Foundation
Goal: To establish a bulletproof narrative foundation and comedic tone that would serve as the creative guardrails for the entire project.
Process: The project kicked off with a briefing where DSC defined the desired comedic tone not just as "funny," but with the specific and actionable phrase "sharp but not slapstick — think confident absurdity." The final approved script, The Casket - Screenplay - V2.pdf, became the project's immutable blueprint.
"The Casket" - Final Screenplay
The approved script that served as the project's blueprint.
View PDFPhase 3: Character Design
Character Conceptualization and Refinement
Goal: To define the visual identity and personality of the ad's main characters using AI as a high-speed "casting director."
Objective: Finalize the look of the main characters, "Mark" and "The Salesman."
1.1 Initial Visualization of "Mark":
The project began with ADVIDS generating multiple concept video drafts for "Mark - The guy."
Action: ADVIDS shared several visual directions (Mark C, D, E). The client was instructed to focus purely on the character's look, ignoring the environment.
Feedback: The client selected "Mark D" but requested a subtle adjustment: "can we make sure he has a little more 'fill' to his cheeks. Mark C looks to have more 'life'/fill."
AI Utility and Constraint Management: ADVIDS used AI tools to adjust the facial parameters. However, they noted a limitation: "we found that tinkering with it any further started to alter his core facial features." This highlights the need to understand the modification threshold of AI tools.
Development of "The Salesman":
Simultaneously, ADVIDS generated variations for the secondary character.
Action: Shared variations (e.g., Sm4, Sm8).
Feedback and Stylistic Direction: The client selected the base models but noted the wardrobe was too "clean." They provided specific stylistic cues: "Think cheap suit, Ron Burgundy meets 'sleazy salesman'," supplemented with visual references.
Process:
Advids used Veo 3 AI to generate a wide array of visual options for "Mark," which were shared as video clips and static images.
With Mark's look approved, the focus shifted to the antagonist. AI options were generated and shared in The Salesman folder.
Advids:
"Hi , Thanks again for the feedback on our initial draft. We're currently focused on perfecting the main character's look... Attached, you'll find some concept video drafts featuring 'Mark - The guy.'... we've also attached a few other character visuals to give us a better sense of your preferred style."
Input & Approval (Mark):
"Jai - Thanks for sending these over. The mark visuals are much better... Marks C,D, & E were super close. That said, let's roll with D. One small edit on Mark D - can we make sure he has a little more 'fill' to his cheeks. Mark C looks to have more 'life'/fill."
Input & Approval (The Salesman):
"Sm4 and Sm8 are our preference for the salesman. We'll want to make sure that we nail his wardrobe. Currently it's a bit to 'clean'. Think cheap suit, Ron Burgundy meets 'sleazy salesman'."
Phase 4: World-Building
Look Development and Scene Integration
Goal: To build the visual world around the approved characters, ensuring the environment, props, and wardrobe were cohesive and served the comedic narrative.
Objective: Integrate finalized characters into the environment and lock the visual style.
Style Implementation and Previews: ADVIDS modified the Salesman's wardrobe based on the references and generated the first full-scene previews featuring both characters by the casket.
Feedback: "Looks good." The client approved the visualization but flagged that color correction would take place later.
Workflow Action: This approval greenlit the full production of the remaining scenes.
Process: Advids generated new AI scenes showing the refined salesman in his "cheap suit," shared in the The Salesman ( Bold Retro Variation ) folder. In response to feedback, Advids also generated a range of visual options for the key prop, the casket.
Input & Approval:
"Casket Design: Cheap Casket 3 - this is spot on."
Key Asset: The 's approved casket design was selected from the Cheap Casket options folder.
Phase 5 & 6: The Pivot
First Draft & Critical Feedback
Goal: To assemble the first full version of the ad and gather holistic feedback on its pacing, tone, and overall effectiveness.
Objective: Deliver the first complete draft of the video.
First Cut Delivery (V1):
ADVIDS delivered the first draft, which had a runtime of 57 seconds.
Proactive Visualization: Recognizing an earlier client query about color, ADVIDS proactively provided two versions: the main edit and an alternate color grade to "give you a tangible feel for the possibilities."
The Pivot - Critical Feedback Analysis:
This was the most critical juncture in the project. The V1 draft significantly misaligned with the client’s vision, necessitating a major pivot.
- Pacing: "It's very slow to develop." (Requested reduction from :57s to :30s or less).
- Tone: "Overall - more playful... Think comedy sketch instead of movie drama."
- Color/Aesthetics: Humans felt unnatural; requested "muted tones."
- Asset Design: "Wooden casket - This is WAY too nice." Needed a minimalistic, "plywood" look.
- Branding: End card did not follow the DSC style guide.
ADVIDS rapidly addressed the feedback by breaking it down and providing visual confirmations before re-rendering the entire project.
-
Proof of Concept (Color): ADVIDS created "before and after sample images" and a "comparison video" to lock the new muted/natural look before applying it globally.
Before and After Color Correction
- Pacing Strategy: Proposed a re-edit targeting 30-40 seconds, anticipating the removal or reduction of scenes (like the door opening).
- Asset Redesign: Initiated generation of options for "no frill minimal caskets" and end cards.
Process:
Advids delivered a 57-second first cut, located in The Casket Full Video 16:9 folder. The review revealed a critical misalignment in tone.
Input (The Pivot): DSC
"Re: the edit... Can we increase the speed? It's very slow... We're ok w/ taking this from :57 seconds to :30 or less... Overall - more playful. While it's serious, we want it to feel more lighthearted. Think comedy sketch instead of movie drama."
ADVIDS Response:
This feedback initiated a rapid re-edit. The pacing was increased, the tone was shifted, and new versions were delivered in the Color Corrected - Playful - Faster folder.
Phase 7 & 8: Refinement & Delivery
Goal: To deliver a suite of final, polished, and platform-optimized ads that met all requirements.
Process: With the ad now firmly in the "comedy sketch" genre, the feedback loop tightened to focus on the small details. This involved a rapid succession of edits and reviews, culminating in a Refined Draft HD.
Input (Fine-Tuning): DSC
"We're so close. A few minor edits below: Can you adjust the clock volume... Remove the music from the end card... When he mentions bluetooth, can he hold up a phone?"
Request: DSC
"I think we're close. Looking good. Where can we cut it to get closer to :35-40 seconds?"
Final Delivery
Advids executed the final trimming and delivered three optimized cuts, all housed in The Casket - Shorter - Refined folder. This provided DSC with a versatile toolkit of assets, including the final 34s, 38s, and 41s versions.
AI Speed Meets Human Craft
This project was a masterclass in the synergy between artificial intelligence and human creativity.
Rapid Ideation & Concepting
Generated dozens of distinct character visuals in hours, acting as a tireless concept artist.
Cost-Effective Iteration
Generated a new "cheap casket" based on feedback without any of the costs or delays of physical fabrication.
Parallel Path Exploration
Developed options for characters, props, and scenes simultaneously rather than sequentially, radically compressing the pre-production timeline.
Visualizing Abstract Feedback
Took subjective notes like "more life in his cheeks" and translated them into concrete, reviewable visual variations.
Elimination of Physical Constraints
Removed the immediate need for location scouting, set building, and prop sourcing, turning logistical hurdles into purely creative decisions.
Style & Tone Consistency
Once a character model like "Mark D" was locked, AI maintained that likeness across various scenes, ensuring perfect visual continuity.
Creative Strategy & Direction
Interpreted brand needs into actionable prompts like "sleazy salesman" and provided the crucial cultural shorthand of "Ron Burgundy."
Narrative Cohesion & Story Arc
Weaved the disparate AI-generated clips into a coherent story with a setup, build-up, and a clear comedic punchline.
Performance Curation & Selection
Sifted through numerous AI-generated clips to select the single best take that conveyed the perfect micro-expression or gesture for the joke.
Problem Identification & Diagnosis
The crucial human skill of watching the 57s draft and diagnosing the core issue not as a technical flaw but as a tonal mismatch ("drama vs. comedy").
Strategic Subtraction (The Edit)
The art of knowing what not to include. The human-led process of cutting the ad from 57s to 34s was a masterclass in retaining only what served the core joke.
Ethical & Brand Safety Oversight
Ensured that all AI outputs were appropriate, on-brand, and free of unintentional visual artifacts that could harm the brand’s image.
Outcomes & Learnings
Unprecedented Efficiency and Speed
Completed an estimated 30-40% faster than traditional methods, reallocating time from logistics to creative refinement.
Creative Agility and De-Risking
The workflow accommodated a major creative pivot post-draft, turning a potential failure into a crucial data point without derailing the project.
The Hybrid Model as the New Standard
Proves the future is a synthesis of AI speed and human strategy, taste, and storytelling craft.
Front-Loaded Creative Decision-Making
Forces key creative decisions early using low-cost AI mockups, reducing risk of expensive late-stage changes.
Enhanced Collaboration & Empowerment
Clients become active collaborators from day one, leading to deeper ownership and satisfaction with the final product.
Scalability of Creative Assets
Approved AI models and settings become valuable digital assets, ready to be quickly and affordably redeployed for future campaigns.