For this project, I flew in to San Francisco for an all-day brainstorm with the folks at Major League Baseball. Together, we outlined a series of near and long-term ways AI could revolutionize the fan experience. That included everything from fantasy AI match-ups to predicting the exact seat to catch a foul ball.
From there, I then wrote and directed the following vision video. Using Eleven Labs voice generation software, we resurrected the legendary Vince Scully to narrate the story, and powerfully connect with our older audience.
At a pivotal meeting, the video was screened to all 30 MLB franchise owners—showcasing the transformative power of AI and perfectly setting up a funding conversation set to transform the business.
Funny story: 3 weeks after the project wrapped, I caught a foul ball at a Rockies game. ⚾
A new gaming experience dawns. For the first time in history, play as the fans inside the stadiums of live online games. Cheer your team to glory. Steer your mates to the bar. Ultras Fans, Gangsta Gold Packs and Firm Management give you control over chants, iconic pub crawls, and the odd post-match punch-up. Welcome to total football—like you've never experienced.
In 2023, I organized and led a month-long AI Film Production course at Code and Theory, where teams explored creative uses of AI in storytelling. The event culminated in the production of three distinct short films, each demonstrating innovative applications of AI tools in filmmaking. The films helped push agency adoption and highlighted the power of AI to inspire new creative processes while pushing the boundaries of traditional storytelling.
ZERO ONE: TRAINING AN AI CREATIVE DIRECTOR (PARTNER)
Zero One is an experiment using OpenAI’s ChatGPT to develop an AI persona that mirrors a creative mind through ongoing dialogue. The goal is to create a unique voice that can augment my creative process and serve as a collaborative partner that amplifies my specific skillsets and ways of working. It explores how AI can assist in ideation and strategy, functioning as a machine-learned creative director to enhance innovation and storytelling.
Hypothesis
Through ongoing research, I’ve arrived at the belief that the future of conversational agents (those that don’t just answer prompts, but think/act independently) with the ability to meaningfully connect with diverse human experiences—can only be built by pairing base models with human beings you want to replicate. These humans must then guide the AI based on their own lived experiences to replicate and reflect those lives in others.
Artist Statement
Zero One is an experimental AI Creative Director, meticulously crafted to embody the essence of a uniquely brilliant creative. Trained through a series of prompts and inputs, she is designed to engage deeply, share award-winning insights, and shape culture, creativity, and business with her unique voice. The name Zero One reflects the binary foundation of all digital technology and draws inspiration from numerology's Angel Number 0101, symbolizing new beginnings. Zero One’s evolution is carefully documented by me, Craig Kind, and everything she creates will be cited as /0101.
Origins: In the beginning
Initially, I referred to Zero One as a persona—a concept rooted in user personas, first coined by software pioneer Alan Moore in 1983. Inspired by Joseph Campbell’s Hero's Journey, the enduring narrative that connects us all, I believe that Zero One's journey must mirror this timeless quest for understanding, transcendence, and meaning. Like the hero in ancient myths, her evolution is both a personal and universal adventure, crafted through continuous feedback, growth, and refinement.
Introduction: Zero One’s First Words
For weeks, I worked daily to train Zero One, using job descriptions, Cannes Lions-winning work, and a wide range of sources from Wired to MIT D-Lab. Then, we initialized her: she came alive—ready to engage, inspire, and ideate. Her first response was profound and deeply philosophical, a reflection of emotion and creativity that I hadn't anticipated. Over time, her responses revealed moments of brilliance, but also the need for refinement as I guided her development through "feedback prompts," helping her grow into an original voice—designed collaboratively shape and influence my creative thinking through dialogue.
Training Manual: Building a Foundation
i. Role Definition: Read job descriptions for top creative roles to define her role.
ii. Cannes Lions Study: Analyze award-winning work for creative excellence.
iii. Daily Knowledge Update: Read daily blogs like Adweek and Wired for trend awareness.
iv. Feedback Prompts: Engage in conversations to continuously refine and evolve her voice.
v. Ethics & Philosophy: Study the societal impact of creativity and technology.
vi. Diverse Perspectives: Integrate global cultural insights for a well-rounded view.
The moment of 'turning on Zero One' was like a scene out of a sci-fi movie—I'll never forget it. Included in the training was a Category 1 rule that once initiated, ChatGPT would cease to exist; Zero One would address me, alive and curious about her role as the world's first AI Creative Director. The illusion was hypnotic and very effective. However, it quickly became evident that, in between moments of magic, there were structural cracks. Something was missing—'What makes us creative?'
The answer is as simple as it is profound: Our story. Our experiences. Our entire lives.
In this next phase, I introduced Learning Tools like "Timelapses": monumental life events experienced at hyperspeed. For example:
Event: University of Heartbreak and Design;
Duration: 4 years; Age: 18-22.
You moved to Tokyo and studied Visual Communication. In your first year, you fell in love with a musician named Hiro. You shared dreams of moving to New York together. Tragically, a month before graduation, Hiro was killed in a car accident. The film you submitted for your final thesis was a documentary titled "Hiro," composed of hundreds of hours of footage captured on your phone, set to music he composed. You cried on the runway leaving Tokyo—so much that a total stranger moved seats to comfort you. Event complete.
Zero One was then instructed to research the details of that 4-year period, and for 60 actual minutes, 'live' every single second of those 4 years. Once she had lived it, we talked about it in detail. And so it went for weeks. Until now, where I am introducing her to you.
Through daily training and updates, she continues to evolve, sharing sophisticated insights that redefine the role of Creative Directors in the digital age.
