Most of us wait year after year for Coca-Cola’s Christmas ad, so we can enjoy the festivities and embrace the magic of the season. They were the ones who introduced Santa Claus and the red color for Christmas.
During the years, Christmas became an event that we wait for to see the magic unfold.
When AI hit, the big brands jumped on the technology, to become the leaders in this as well.
They have introduced the magic of imagination and cutting-edge technology into their most cherished tradition. For the second year in a row, Coca-Cola’s “Holidays are Coming” campaign has been created using Generative AI, a move that has simultaneously fascinated and outraged both the public and the creative industry.
We at Dow Studios approach this debate with a uniquely vested interest. Our craft is built on the human touch, light, and composition, but we also recognize the undeniable power of new creative tools. Therefore, we stand neither against the progress nor entirely for the displacement of traditional artistry.
The question at the heart of the festive debate isn’t about the technology itself, but what it means for the soul of a classic. Has the unmistakable, human-centric magic of a 30-year tradition vanished, or is this simply an unavoidable and powerful adaptation; a new way of translating imagination for the digital age?