What the Future of Critterz Signals for Scaling Story with AI

Jordan P. Kelley, Content Director, BrandStorytelling

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When creative technologist and brand storytelling veteran Nik Kleverov rolled the short version of Critterz at BrandStorytelling's Elevate retreat in 2023 alongside his agency Native Foreign, few might have anticipated the next chapter: a full-length feature collaboration with OpenAI and Vertigo Films. The announcement made a splash in the headlines, sparking a new wave of discussion in the ongoing conversation around the intersection of creativity and AI.

Native Foreign is no stranger to media attention as it relates to leaps in the use of AI tools to support the execution of creative. Projects like those for Toys “R” Us and Virgin Voyages have garnered attention in the brand storytelling world and beyond. Having utilized early access to OpenAI tools in this way, both in the brand space and now in the world of feature filmmaking, Native Foreign have cemented themselves as leaders in support of the use of AI tools to achieve entertaining storytelling at scale.

Kleverov's work for brands and panel appearances on the BrandStorytelling stage point to an ethos that says generative-AI tools are not just valuable as secondary support tools, nor are they fully replacing the human beings required to make real, effective art. Kleverov posits instead that they’re being deployed in production pipelines in a way that promises to cut budgets, speed timelines, and ultimately achieve a human-driven product for less, with less. For brands, this could mean shifting how storytelling aligns with internal timelines and strategy, potentially making them more receptive to the idea of creating story-driven content at any length.

BrandStorytelling caught up with Kleverov to get his take on the scaling of Critterz and its implications for the future of AI and storytelling in the worlds of both general entertainment and brand storytelling:

You’ve taken Critterz from a short into a feature-length film with OpenAI. How does it feel to be scaling this story to a new level?

It's kind of wild. What started as a playful experiment with AI tools has evolved into a full-fledged feature film - who would have thought? In turn we're now pushing the boundaries of what's possible in filmmaking, and it's thrilling to see our ideas come to life on such a grand scale, partly in thanks to the new tools available to us as creatives.

What does this expansion signal about the creative potential of AI in feature-length storytelling, beyond shorts and experiments?

This expansion demonstrates that AI isn't just a tool for quick prototypes or short-form content; it has the potential to be a cornerstone of feature filmmaking. By leveraging OpenAI's advanced tools, we've been able to streamline the production process, reduce costs, and maintain creative integrity. Critterz shows that AI can be a powerful ally in bringing complex stories to life.

From your vantage, what are the most immediate business implications for brands who want to use AI to bridge marketing content with full-scale entertainment?

Brands have a unique opportunity to engage audiences in new and innovative ways. By integrating AI into their storytelling, they can create immersive narratives that resonate with viewers. We recently did this for Virgin Voyages with 'The Mermaids' and spoke about it at Elevate this year. This approach allows for more personalized content, faster production times, and the ability to adapt stories in real-time based on audience feedback. It's a game-changer for brand storytelling.

Where do you see the biggest opportunities for brands in this space, and where do you see the sharpest risks?

The biggest opportunities lie in creating authentic, engaging narratives that align with a brand's values. AI allows for rapid iteration and customization, enabling brands to stay relevant and connected with their audience. However, the risks include over-reliance on AI without human oversight, which can lead to content that feels inauthentic or disconnected. It's crucial to strike a balance between technology and the human touch.

Looking ahead five years, how do you imagine AI’s role in feature filmmaking and branded entertainment evolving?

In five years, I envision AI being deeply integrated into every aspect of filmmaking and branded entertainment. From storyboarding to animation and post-production, AI will be an indispensable tool. However, the role of human creativity will remain central. AI will enhance our abilities, but the heart of storytelling will always come from human experience and emotion.

For people who haven’t seen it yet, where can they watch the original Critterz short that started this journey?

The original Critterz short can be found at critterz.tv. It's a great starting point to see how AI can be used in creative storytelling. As we continue to develop the feature film, we will share our progress and learnings! 

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About Nik Kleverov

Nik Kleverov is a pioneering storyteller and thought leader making history with many firsts in AI. He is Chief Creative Officer of Native Foreign, a renowned agency celebrated for its innovative approach to brand storytelling. His career has taken him from creating iconic title sequences (Netflix’s Narcos) to viral commercial work, including the first ever AI brand film (for Toys"R"Us). Nik’s work highlights his expertise in merging creativity with technology. He is also a public speaker who has become a leading voice on how AI is reshaping the future of storytelling.