Farmers floating in the egg pool. Alien chugging beer. An elderly man covered in an American flag cried out, “Indiana is going to get a baby.” All the chaotic scenes are part of ads generated by Calci's new AI-generated ads on Sports Betting Marketplace that aired Wednesday in Game 3 of the NBA Finals.
“The world is crazy, exchange it,” the commercial's catchphrase reads following a collection of 30-second surreal scenes.
In X's recent thread, the ad director explained how he made the clip for just $2,000.
“Karushi hired me to allow for the most indifferent NBA Finals,” wrote PJ Accetturo, a self-proclaimed AI filmmaker, on Wednesday. “Network TV actually approved this GTA-style madness.”
Accetturo said it used Veo 3, Google's latest AI video generator, to create the ads. A Kalshi spokesperson hired ADCETTURO to create an AD and confirmed with BI that it was fully generated using VEO 3.
“Karcis asked to create a place for people betting on various markets, including the NBA Finals,” Accetturo wrote to X.
He said he started by writing rough scripts, turning his eyes to Gemini to generate shotlists and prompts, pasting them into Veo 3 and giving them the finishing touches with editing software.
To write the script, he said he asked Karshi's team to discuss the dialogue they wanted to include, and came up with “10 wild characters in hingeless situations to say them.” Accetturo said he got help from Gemini and ChatGpt to come up with ideas and work on the script.
Screenshots he posted about this phase of the process showed dialogues like “Indiana Wins Baby” and “I'm an old lady in front of a pickup truck saying “Fresh manatee” on the cooler behind her.”
Accetturo said he asked Gemini to turn all the shot descriptions into a VEO 3 prompt.
“I always tell you to return five prompts at once. More quality starts to slip,” he writes to X.
Accetturo said it takes 300-400 generations to get 15 usable clips.
“We weren't looking for AI videos specifically at first, but after getting quotes from a production company that was in the range of six or seven numbers with timelines that didn't suit our needs, we decided to experiment. “Given the success of this initial ad, we're absolutely planning on doing more with AI.”
The spokesman said the video went from idea to live ads over three days, costing around $2,000 and is on track to finish with 20 million impressions between media.
Accetturo told BI that he was “paid very well for the project” and now he's doing “a lot more as an AI director” on a live-action contract.
“My client got insane ads at big rates on a furious timeline. I was paid really well while I was working in my underwear,” he said.
