“Video is a versatile medium for all areas of interest. One of the best things about this area is its inherent diversity.” – Alex Munro.
Alex Munro is a Senior Video Editor at MONO, a Minneapolis-based advertising and branding agency. He started working at the agency almost ten years ago as an intern in the production department. Alex is passionate about creating compelling TV spots and social his media campaigns for world-renowned brands. Alex has always pushed the boundaries of his visual storytelling and has worked on many accounts including Keystone Light, Leinenkugels, Google, Sherwin Williams and Sam’s Club to name a few. Alex is also heavily involved in MONO’s new business pitching process, creating many of the agency’s case study videos.
LBB> What are your niche craft obsessions?
Alex> I’m fascinated by video in general, but my deepest obsession is with the video editing process. We are in an exciting time in post-production right now. The rise of AI-powered tools, in particular, is improving my ability as a video editor. Having worked in this field for nearly 20 years, I have witnessed the evolution of video editing software and computer capabilities from slow processes to offering lightning-fast workflows. The advent of AI has changed the landscape of work, allowing us to use our time more creatively, focusing on more professional tasks rather than on monotonous tasks. . It’s a really thrilling time to be a video editor. As we embrace these technological advances, we gain the ability to create compelling content at an unprecedented pace. This gives you a huge opportunity to create compelling content that resonates deeply with your audience.
LBB> Where, when and how did you first hear about this?
Alex> Over a year ago, I started noticing major advances at the intersection of AI and video editing. Many of these tools are still in development, but I believe that within the next year, professional post-production software will take a giant leap forward and change the modern editing process forever. It’s highly conceivable to think about how these tools will impact your client’s work and enhance their existing production workflows. Staying abreast of the latest developments in AI keeps me ready to delve deeper into my creativity and unlock new possibilities in the work I offer.
LBB> What’s the most interesting discussion or conversation you’re having regarding this obsession?
Alex> One of the most important debates surrounding video editing and AI revolves around AI art and text-to-image/video generative ethics. As we have seen, there has been considerable backlash against unauthorized use of copyrighted images and intellectual property. Despite the legitimate concerns, it’s remarkable to see these technologies evolve so quickly. Throughout my journey so far, I’ve found platforms like TikTok, Twitter, and Reddit invaluable. Because that algorithm connects me to AI-centric content, keeping me up-to-date on the latest advances and ongoing discussions. It’s important to stay up-to-date on these advances so that we can all strive to make meaningful contributions to the responsible and ethical use of AI. To do so, we must use these new tools responsibly and with a certain amount of caution.
LBB> How widespread do you think this obsession with your colleagues is?
Alex> Within my peer group, there is a growing awareness of the transformative potential of AI, especially in the advertising industry, and a significant gap in the preparation of traditional agencies for what is to come. We can expect the emergence of larger companies employing AI as a digital workforce and operating with smaller teams managing tasks that previously required entire agencies, and this will undoubtedly impact the industry. will redefine the dynamics of As he becomes an AI expert within the organization, his role will be strengthened and he will be a valuable member of the team. As the impact of AI grows, those who recognize its potential and invest in developing its skills will be at the forefront of shaping the future.
LBB> Can you give me an example of a piece where that commitment really came to the fore and improved the final piece?
Alex> At MONO, we have an important tradition of bi-weekly cheering on our colleagues. I was leaving the office the day I was supposed to give props to my colleague. Rather than just recording a video of myself and playing it at an agency, I decided to take advantage of some of the new AI tools I was experimenting with. This gave birth to his AI alter ego, affectionately called his MunroBot. I wrote a script, had an AI generate a portrait of me, trained the AI to imitate my voice, and seamlessly edited everything so that the photo turned into a lifelike animated portrait. Did. The resulting video shows MunroBot screaming as my AI personal his assistant. I wasn’t in the room when the video played during the morning situation meeting, but I heard the reaction from the agency was amazing. Throughout the week, my colleagues were captivated by the video, reached out with interest in how I made it happen, and sparked conversations about the potential of AI in our work and its future applications. .
LBB> What advice would you give someone new to your field to help tackle this particular thing?
Alex> My advice to anyone new to video production is to follow your passion. Video is a versatile medium for all areas of interest. One of the best things about this field is its inherent diversity. We are able to work with clients from all backgrounds on a wide range of projects. Embracing this diversity makes the learning process exciting and allows us to explore different aspects of the creative process. Making videos is a great way for me to connect with people, learn continuously, and express my creativity. It brings me great satisfaction and I feel lucky to be able to share my skills with my friends, family and professional network. In summary, my advice is: Embrace the quest, trust your intuition, learn from your mistakes, share your creative journey, and never stop learning.
