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Following the outcry, The Sweetshop — the production company hired by TBWANeboko to create the ad — released an incredibly defensive statement justifying their work.
“For seven weeks, we hardly slept, with up to 10 of our in-house AI and post specialists at The Gardening Club [our in-house AI engine] working in lockstep with the directors,” Sweetshop’s CEO wrote.
Sweetshop even went so far as to argue that the amount of labor hours wasted cleaning up AI hallucinations justified the horrible end product.
“We generated what felt like dailies — thousands of takes — then shaped them in the edit just as we would on any high-craft production,” they said. “This wasn’t an AI trick. It was a film.”
“I don’t see this spot as a novelty or a cute seasonal experiment,” the CEO continued. “To me, it’s evidence of something much bigger: that when craft and technology meet with intention, they can create work that feels genuinely cinematic. So no – AI didn’t make this film. We did.””