In an innovative move, creative production partner Tool has 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 ElfLabs blog.
Tool’s creative solution
Known for his expertise in cultural strategy and efficient production processes, Tool faced a unique challenge when he was tasked with creating a campaign celebrating Under Armour’s partnership with Anthony Joshua. Due to Joshua’s demanding training schedule, he was unavailable to participate in the commercial shoot.
To overcome this, Tool took a mixed-media approach. The campaign combined existing Under Armor live-action footage with custom computer-generated (CG) and AI imagery, motion and sound to bring the project to life.
Using ElevenLabs’ AI technology
A crucial aspect of the project was the use of ElevenLabs’ Text-to-Speech model for the film’s audio. Using samples from Joshua’s interviews, Tool was able to generate a synthetic clone of his voice. This AI-generated voiceover provided a lifelike narration without the need for Joshua’s physical presence in a recording studio.
“Everyone was impressed with how good it sounded,” said Dustin Cailiff, president of Tool. The AI voice software not only delivered a hyper-realistic voiceover, but also significantly improved the efficiency of the project.
Creating a commercial involving a global brand and a professional athlete typically requires multiple rounds of review, extending the timeline to five to six weeks. However, the ‘Forever is Made Now’ campaign was completed in just four weeks. Furthermore, the project proved cost-effective as it required only one week of the sound design team’s time, a feat unthinkable without ElevenLabs’ generative AI audio.
AI as a creative tool
Tool emphasizes that AI is a useful tool rather than a replacement for creative work. “There is no magical AI button that generates a commercial. AI is a creative tool led by people,” Tool explains.
Cailiff expressed his enthusiasm for the potential of generative AI, saying: “I find that what we are currently seeing with generative AI is the most exciting opportunity since the rise of the internet. AI allows us to work with our customers to deliver both creative and business value.”
The successful implementation of ElevenLabs’ AI in the Under Armor campaign demonstrates the growing role of AI in the creative industries, delivering both efficiency and high-quality results.
To watch the finished commercial with ElevenLabs’ narration, visit the ElfLabs blog.
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