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Miro (the AI Innovation Workspace for teams) and Tool are launching a Gen AI spot, for an AI-powered platform, that was built using the product it’s promoting… going from the first prompt to the final spot in under two months.
The new spot, Get Great Done, is a tongue-in-cheek exploration of what might have happened if ancient Romans had access to Miro. Hint: they build it in a day. The playful mashup of ancient Rome and modern work culture demonstrates how teams can tackle even the most ambitious projects faster with Miro AI.
A film about AI, made with AI. Knowing the spot would require thousands of miles of barren, undeveloped land, and a sweeping shot of Rome in all its pre-ruin glory (not to mention at least four sheep, make that two sheep, now it's three sheep) the team knew AI was a strong option to deliver on the campaign creative.
Credits
View on- Agency Client Direct
- Production Company Tool of North America
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Credits
View on- Agency Client Direct
- Production Company Tool of North America
- Brand
- Head of Creative Drew Jaz
- Managing Partner Dustin Callif
- Creative Director/AI Content Noam Sharon
- Creative Director/AI Content Tal Rosenthal
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency Client Direct
- Production Company Tool of North America
- Brand
- Head of Creative Drew Jaz
- Managing Partner Dustin Callif
- Creative Director/AI Content Noam Sharon
- Creative Director/AI Content Tal Rosenthal
The Miro team brought the core concept to Tool. Initially, there was a discussion on whether this should be shot live action or could be accomplished in AI. Tool did some initial “dialogue/performance” tests that helped convince the Miro marketing team this would deliver on the brand storytelling needed for this campaign.
As part of the Tool team, the AI content was creative directed by Noam Sharon and Tal Rosenthal, known for their buzzy AI-driven work (including the viral spec ad for Liquid Death). They helped plus up the core concept by suggesting a universe that blurred the lines between historic figures and tech entrepreneurs, empires and start-ups, togas and t-shirts, a place where modern Miro technology would feel right at home in ancient hands.
Miro played a central role not just as the subject of the story, but as the collaborative engine behind the production. The team used a Miro board to collapse the distance between creative imagination and execution. It became the single shared space where prompt became storyboard, storyboard became strategy, and strategy became “Rome.”
The film’s world blends ancient Rome with today’s startup culture, tech founders as senators, gladiators in hoodies, modern workflows meeting marble columns, to show how great things can get done when teams have the tools to move fast, together.
Big idea, modest budget. Tool proposed trying a fully AI-driven production using the newest tools, like Google Veo3. It was a big leap for Miro to leverage an AI driven production approach. Taking cues from film production, the Tool team went on a journey with Miro to ensure there was a process they could relate to.
Dustin Callif, President, Tool: “We love helping our clients realize their creative vision. This is why we exist. We’re big believers in the power of AI, not just for saving time and money, but its creative potential. When AI is put in the hands of our talented team at Tool and creatives like Noam and Tal, we can deliver on the craft and storytelling that a brand campaign like this requires. ”
Drew Jaz, Head of Creative, Miro: “This campaign closely reflects what we’re building with Miro AI, tools that help teams move from an idea to something real much faster. Seeing the spot evolve from a simple prompt inside a Miro board into a full campaign mirrors the way our customers can push projects forward every day.”
