When AI Isn’t Enough: Coca-Cola’s Misstep and Keynema’s Commitment to Human Creativity

At the latest edition of the Sónar festival in Barcelona, we were lucky to give a talk about everything we’ve been learning while developing Keynema. The talk, titled “Can AI make my laundry?”, is partially available on the Sónar 2024 website. The title, obviously ironic, posed an important question: who should handle repetitive tasks, and who should own —and enjoy— the creative decisions? Beyond whether a machine can do laundry —which it already can—, the discussion focused on how we engage with technology to automate processes without losing the human touch. You can find more details about the event here.

In the audiovisual world, where every decision shapes the identity of a project, this idea is especially relevant. Can artificial intelligence design a film, choose a character’s wardrobe, or decide whether a house should be built physically or rendered in CGI? From our experience, the answer is clear: no, humans do it much better. But what AI can do, and where its true potential lies, is streamline tedious processes so that creative decision-makers can focus on what really matters.

The Coca-Cola Example and Lessons from Relying Completely on AI

This year’s Coca-Cola holiday campaign, created entirely with artificial intelligence, has sparked significant criticism. Unlike the iconic 1995 ad, this new version lacks authenticity and emotional connection. Why? Because delegating complex artistic decisions to an image generator like DALL·E may be efficient, but it sacrifices the human nuances that turn a functional piece into a memorable experience.

The 1995 ad wasn’t just a parade of illuminated trucks; it was a cultural symbol. Every detail —people’s expressions, snowy landscapes, carefully crafted gestures— conveyed humanity and emotion. In contrast, this year’s commercial, while technically advanced, feels generic and disconnected. You can watch a video about the controversy and a comparison to the 1995 version here.

Keynema: AI as a Copilot, Not a Substitute

At Keynema, we believe that technology should support, not replace, human creativity. Our platform is designed to be a copilot that assists with logistics, not a substitute that makes decisions. Every audiovisual project is unique, and the decisions shaping it —from materials to visual narratives— must reflect that uniqueness.

Planning a budget, breaking down a script, or coordinating teams aren’t mechanical tasks; they’re creative processes. Every dollar allocated represents an artistic choice. How you imagine a scene or define a character directly impacts how the project’s logistics are structured. That’s why at Keynema, we avoid one-size-fits-all solutions. While some production companies might think algorithms can organize teams or create standard budgets, we know that every script, every artistic vision, and every team of professionals requires a tailored approach.

Conclusion

The Coca-Cola case demonstrates that relying solely on artificial intelligence for creative decisions might be efficient but can also detract from authenticity and emotional connection. At Keynema, we work to ensure that technology is a support tool, never a substitute. Our goal is clear: automate the tedious so that people can shine in what they do best —create.

Remember, you can request a beta version on our main page: Keynema.com.

Keynema: a journey with universities, film schools, and entrepreneurship initiatives in Barcelona

One of the things we quickly learned while developing Keynema was its enormous academic potential. Designed for an incredibly intuitive learning curve and being a tool to organize and manage information, it soon revealed itself as an ideal application to introduce amateurs and students to the intricacies of the craft.

In a world where technological innovation and creativity are increasingly intertwined, Keynema has stood out not only for its impact on the audiovisual industry but also for its strategic collaboration with leading educational and cultural institutions. Our partners in this journey, the Escola Superior de Cinema i Audiovisuals de Catalunya (ESCAC), Universitat Pompeu Fabra (UPF), and the CreaMedia project under Barcelona Activa, have been instrumental in our mission to contribute to audiovisual production through smart technology use.

ESCAC: a global reference in film education

Internationally recognized for its excellence, the Escola Superior de Cinema i Audiovisuals de Catalunya (ESCAC) has been ranked by international publications such as The Hollywood Reporter and Premiere as one of the best film and audiovisual schools worldwide. Its students’ works have received over 400 national and international awards, including creators like J. Bayona and Kike Maillo.

In collaboration with Keynema, ESCAC has integrated advanced Artificial Intelligence technologies into its educational programs through the Fast Forward courses, funded by the European Union under the Next-Generation program.

Students in these courses delve into the practical use of AI tools for design and logistical management, preparing them for future challenges in the sector. From Keynema, we couldn’t be prouder of this collaboration, and it’s very likely that in February 2025, we will return to teach more courses at ESCAC.

Fast Forward Course

 

Escac: https://escac.com/en/

UPF and the Área Tallers: a springboard for cultural innovation projects

Through the Workshops Zone (Área Tallers) Program, UPF supports transdisciplinary education and creative interaction among students, academics, and professionals. Keynema has found in UPF’s “En Residencia” program a stimulating environment for experimentation and refinement of our applications, in a space that values applied innovation and cultural impact. Since early 2024, we have been hosted in the program, allowing us to engage with highly qualified individuals in business and technical solutions on how to carry out our initiative.

Not forgetting that Pompeu Fabra University has a degree in Communication and is one of the agents driving audiovisual culture and the integration and study of Artificial Intelligences.

UPF

 

UPF (Àrra Tallers): https://www.upf.edu/web/area-tallers

CreaMedia: catalyst for creative enterprises

CreaMedia, an initiative by Barcelona Activa, provides vital support to startups in the creative and cultural sectors. Keynema has not only developed its tools in this fertile environment but has also reached the finals in its recent competition, demonstrating the viability and innovation of our solutions in the creative market.

A commitment to educational and cultural advancement

Our collaboration with ESCAC, UPF, and CreaMedia aims to reflect a deep commitment to educational and cultural evolution in audiovisual production. These alliances underscore our goal of continuously improving creative workflows and supporting the professional development of the next generation of creators. With these solid connections, Keynema consolidates its leadership in the application of artificial intelligence in the creative and educational fields.

 

Creamedia

 

Barcelona Activa: https://emprenedoria.barcelonactiva.cat/en/creamedia-audiovisual-programme

Looking to the future with continuous innovation

We continue to seek new opportunities to integrate our tools into educational and cultural programs, tackling tomorrow’s challenges with technology and creativity hand in hand. With the support of institutions like ESCAC, UPF, and CreaMedia, Keynema is ideally positioned to lead the transformation in the audiovisual industry.

Keynema Astronaut GIF

GIF made by the people of Keynema with Midjourney, Photoshop and After Effects.

Presentation of the Spanish Association of Artistic Directors of Audiovisuals (AEDAA)

Commitment and vision for the future

On June 21, 2024, Keynema attended the official presentation of the Spanish Association of Artistic Directors of Audiovisuals (AEDAA) at the Academy of Cinema in Madrid. This significant event marks an important moment for the art department in audiovisual production, consolidating a collective commitment to the advancement and recognition of Art Direction in Spain. It’s a country that has traditionally struggled to unify efforts and work as a team in a profession where this is essential.

The mission of AEDAA

AEDAA is born as a non-profit association committed to raising the prestige of Production Design and Art Direction and defending professional interests within the industry. Its creation reflects a clear intention to offer training, representation, and support, ensuring that all voices within the art department are heard and valued. Among its initiatives are talks, debates, workshops, and an online directory that will promote the visibility of art professionals.

Education and recognition

One of the fundamental pillars of AEDAA is education. The association seeks to establish academic ties that could lead to the development of an official degree in Art Direction, thus regulating the training and professionalization of the sector. In addition, AEDAA intends to establish awards for excellence in the Art Department, a crucial recognition to encourage and celebrate teamwork and the artistic quality of projects.

International inspiration and collaboration

The idea of forming AEDAA was partly inspired by participation in an international meeting organized by the International Production Designers Collective, bringing together production designers from around the world. This meeting was decisive as it highlighted the importance of unity and professional recognition on a global level, showcasing examples of similar associations in countries across Latin America, Europe, Asia, and Africa.

This international spirit underscores AEDAA’s desire to integrate and collaborate within a global network that elevates and defends the artistic profession, proposing an educational and professional model that meets the needs of the contemporary audiovisual sector.

International Production Designers Collective.

Maximizing logistic efficiency with Keynema

At Keynema, we understand the importance of supporting initiatives like AEDAA that recognize and value every aspect of artistic production. Our tools, such as K·Production Design and K·Character Creator, are designed to facilitate management and enhance creativity, simplifying logistical processes so that professionals can focus on the creative aspects of their projects.

And we do not rule out future collaborations with the Association (as we have always kept in mind collaborating with both schools, as well as with unions and other national and international agents of the audiovisual sector).

Looking to the future with optimism

Collaboration with AEDAA is just one example of how Keynema is committed to supporting and transforming the audiovisual industry. We are excited about the possibilities that this association represents for improving education, recognition, and professional practice of Art Direction in Spain, and we hope that initiatives like this will occur in other countries where there is still a need to unite forces and establish structures that enhance the profession.

The presentation of AEDAA was not only an informative event but also a call to action for all professionals in the audiovisual arts, inviting them to actively participate in a community that seeks to improve and dignify their field of work. We are proud to support and be part of this vision, ensuring that art and creativity continue to flourish in our industry.

Keynema at Sónar+D 2024: Connecting with the Creative Community in Europe

This year, on the vibrant stage of Sónar+D in Barcelona, we had the exciting opportunity to present Keynema. This event gathers theorists, emerging artists, and established professionals from around the world to explore the latest trends through talks, workshops, and exhibitions, and it was thrilling to be part of that community.During these days, we spoke with people from Runway, Krea.AI, and other leading applications in the Artificial Intelligence landscape, explaining our apps to representatives from platforms like Netflix Spain and Media Pro.

A platform for innovation and dialogue

Our CEO, Mani Martínez, led the presentation of Keynema at one of the pre-colloquium sessions “Cinema and Responsible AI”. The presentation focused on how our suite of tools not only facilitates but also enhances creativity through efficient management.The question “Can artificial intelligence do my laundry?” served as a starting point to discuss how technology can be an ally in the creative process rather than a threat to creators.

Educational impact at ESCAC

One of the highlights of our participation was presenting how Keynema has been integrated into the Fast Forward courses at the Escuela Superior de Cinema i Audiovisuals de Catalunya (ESCAC) on Design and Artificial Intelligence for Films.This program, free thanks to European Next Generation funding, is designed to advance the plastic and logistical management of film and audiovisual projects. In the course, students learn to optimize their workflows from pre-production to post-production.We not only discussed creative and design aspects but also how implementing Keynema into their toolbox allows students to focus more on creative aspects, freeing themselves from administrative, logistical, and team management burdens.

Demonstrating the power of Keynema at Sónar+D

Most importantly, during Sónar+D, we had the unique opportunity to show in detail how Keynema will transform the dynamics of the departments involved. Throughout the event, we demonstrated how K·Production Design and K·Character Creator (the two models of Keynema) are not only affordable and user-friendly tools but also designed to adapt to professionals and departments. By implementing proprietary artificial intelligence engines and incorporating high-quality commercial models, Keynema can securely analyze scripts and automatically generate comprehensive scene lists, set descriptions, scene synopses, eighth-page breakdowns, or characters, facilitating real-time editing and adjustments.Our integrated database system simplifies the creation of detailed breakdowns and budgets, also offering templates for team calendars and shooting schedules. The smart search and listing feature eliminate the burden of daily administrative tasks, allowing teams to focus on creativity. The ability to work offline and efficiently share documents has been particularly well-received, demonstrating how Keynema not only optimizes but also revolutionizes workflows on set and beyond.

Looking to the future with optimism

The experience at Sónar+D not only allowed us to introduce Keynema but also to connect with a community that embraces innovation like us. We are excited about the possibilities that open up by integrating Keynema even further into educational institutions and creative projects around the world.Choosing the question “Can AI do my laundry” perfectly encapsulated our core belief as a company and project: putting people and teams in the forefront where they should be and creating technological tools that handle tedious tasks.

Keynema launches this September 2024

We are thrilled to announce that on September 1st, Keynema will officially launch—a tool designed to assist creative teams in managing their workflows and logistics.After years of dedicating time, effort, personal investment, and a long journey through the wilderness, we have developed a tool that will be a game-changer for many of us in the audiovisual industry.

What is Keynema?

Thanks to a combination of artificial intelligence and robust document and template management software developed by industry technicians, Keynema becomes your ideal co-pilot for any department (currently artistic) of a film project.Keynema has two interchangeable modes: K·Production Design, covering production design and art, props, locations, graphic artists, suppliers, animal or vehicle coordinators or stunts, among others; and K·Character Creator, designed for wardrobe, makeup, prosthetics, hairdressing…Keynema loads and analyzes your script, and for the whole project, it facilitates the creation and editing of outlines, breakdowns, budgets, team calendars, shooting plans, and set continuity. It manages listings and searches of all kinds, creates detailed character sheets and changes, and organizes essential documents for scouts and technical locations.We have worked to make Keynema the tool we all dreamed of to securely generate and store all the information necessary to carry out films, series, shorts, or documentaries efficiently and coordinated, allowing us much more time to be creative.

How did Keynema start?

Our journey began from a simple observation: artistic departments in the audiovisual industry often lose a lot of time managing outdated paperwork. The frustration grew when we saw that existing logistics software was largely designed for the early stages of writers, directors, or producers, rarely meeting the specific needs of the creative teams who design the films.Driven by the desire to change this landscape, we developed Keynema to empower creatives not only to have logistical control but also to focus much more on what we do best: create.

Leveraging AI to unleash your creativity

To ensure that you can focus more on creation, we have developed an in-house AI model that reliably automates the tedious tasks of audiovisual work and, using top-tier security services, incorporates the best AI applications on the market to rapidly accelerate results, allowing you to receive extensive script information in just minutes. But this is only a part of all the capabilities that Keynema will integrate; you can upload photos, notes, export budgets, listings, calendars…

Join us on this journey

As September approaches, we invite you to join us in this new revolution in creative project management, designed to free you from logistical burdens and unleash your creative potential.Also, participate in our beta testing phase by visiting keynema.com. This is your opportunity to experience the advantages of Keynema firsthand and be part of the project by providing your feedback, suggestions, and ideas.For this, do not hesitate to request your beta version here: keynema.comWe are eager to see how Keynema transforms your projects and workflows. Stay tuned for more updates and get ready to experience the future of film production, where your creativity knows no bounds.

Tests and acknowledgments

Keynema has undergone rigorous beta testing in up to fourteen commercial projects, including art, props, and wardrobe teams from projects such as ‘Narcos: Mexico’ (various creators and directors), Neil Jordan’s ‘Marlowe’, or Icíar Bollaín’s ‘Maixabel’.

Last but not least

This project would not have been possible without the collaboration of professionals like Patricia Cuevas, Irantzu Ortiz, and Misbah Rashid, and without the help of team leaders like Steff Helmreich, Mario Suances, Mikel Serrano, Ane Arteaga, Kemen Arnoso, Mayte Sym, Perico Valero, Evelin Hernández, Marina Pozanco, Gigia Pellegrini, Esther Alonso, Joan Arti, Ana Pons-Formosa, or Berta Faig.As well as without the support of Teresa Roig from the University Pompeu Fabra, Alexandra Rueda from the Creamedia program of Barcelona Activa, and all the people from their teams.To all of you, a million thanks!

Artificial Intelligence in Audiovisual Production: Observatory Debate

Encounter and debate in Barcelona

The recent panel organized by the PAC (Productors Audiovisuals de Catalunya), held on October 15th in Barcelona, turned out to be an ideal opportunity to discuss the impact of Artificial Intelligences in the Audiovisual sector.Under the title “La producció audiovisual davant la IA,” the event focused on exploring the impact of artificial intelligence in cinema and television, addressing whether technology represents a threat or a valuable tool for the future of the sector, its short-term implications, and whether regulation is necessary and how.Here’s the link to the debate, unfortunately only available in Catalan:

The evolution and mission of the event organizer

Since its inception in 1978, the PAC has been the voice of audiovisual producers in Catalonia, evolving from its foundation to become an entity that not only defends the interests of its members but also promotes innovation and adaptation to technological changes. In this context, the PAC organized this debate to delve into how AI can be integrated ethically and effectively into audiovisual production processes.Link to the PAC: https://pac.cat

Keynema and AI: a vision for the future

Mani Martinez, CEO and co-founder of Keynema, offered a perspective aimed at clarifying the role of AI in the industry. Contrary to the notion that AI could replace human creativity, M. Martinez argued that AI should be considered an extension of the tools that creatives use to realize their vision and that education is much more useful than regulation in that regard.According to M. Martinez and Keynema, artificial intelligence is most effective when acting as an assistant that handles repetitive tasks, allowing creators to focus on the artistic aspect of their projects. Keynema Interface

Democratization and rights in the digital era

One of the key points of the debate was how AI is democratizing audiovisual production, making technology accessible to a broader spectrum of creators. This can be seen in the example of the arrival of digital in cinema, which was heavily criticized in its early years but has enriched the industry with various formats, sometimes more independent, while substantially improving digital effects in the medium.However, sensitive topics such as copyright or image rights, such as those of performers in the digital age, were also touched upon. Despite the integration of new technologies, existing regulations and legal solutions still apply, ensuring that the rights of creators and actors remain protected under legislation that has proven effective over time. But mostly that indicates that what we call AI is nothing more than a set of tools that perhaps we must learn that can not be regulated in themselves, but will make the current regulatory system more complex. Behind the IAs, even though they want to sell us that they work alone, there is always the human commissioner.

Prominent voices in the debate

The debate was not only a platform to discuss the role and future of AI in audiovisual production but also an opportunity to learn from prominent figures who enriched the discussion with their experiences and perspective:- Anna Giralt: Filmmaker and researcher, co-founder of Artefacto and Gusano Films, and director of the RAIN FILM FESTIVAL, the first international festival of films created by AI. Her work focuses on exploring the intersections between technology and visual narrative.- Daniel Muñoz Cañeiro: Director and screenwriter trained at CECC and ECAM, recognized in the industry for his documentary “El año del descubrimiento,” winner of a Goya. His approach combines deep social analysis with innovative techniques in cinematography.- Bárbara López: Director of actors with extensive experience in various media such as radio, television, and special effects. Bárbara is known for her ability to direct emotional and technically complex performances.- Mani Martinez: (co-founder of Keynema Suite) Trained in Fine Arts at Camberwell, Mani has a 25-year career in the audiovisual industry, working on both international and national projects. As an activist in the Sindicat TACE, he has contributed to significant labor reforms. Currently, he teaches courses at ESCAC, integrating generative AI into film design.

Conclusion: AI as an ally of art

The debate at the PAC has underscored that artificial intelligence, far from being a threat, offers unprecedented opportunities to expand creative expression within the audiovisual industry. The key is to use AI as a tool that complements and expands human capabilities, not replaces them.In this new scenario, the PAC and Keynema, from different perspectives, emerge as entities that share a natural interest in how these technologies can better serve the creative community, ensuring that technological innovation goes hand in hand with artistic integrity and creators’ rights.