Kellogg’s West Africa needed a Back to School film for Côte d’Ivoire that would also showcase the sampling stations it was setting up in schools. The brief went to Dream Slate Pictures, the brand’s longstanding creative partner. The film needed two consistent lead characters and a believable crowd of students in a convincing school setting.
A traditional production would have required scouting a working school and getting permission to film there, casting the two leads and a large group of background students, providing uniforms for the full cast, and designing sets for the classrooms, playground, and sampling stations. The shoot itself would have run over several days, scheduled around child artists’ working hours. Dream Slate Pictures estimates the full production would have taken around 30 days from brief to delivery.
The film turns the familiar back-to-school slump into “Nouilles time.” A sleepy boy discovers Kellogg’s Noodles through his friend at the school’s sampling station. The story connects a feeling every child knows with the brand’s sampling activity in Côte d’Ivoire’s schools, and it had to be both funny and ultra-realistic for the kids watching it.
The team developed the script and storyboard in-house, then created character and school references outside Higgsfield. Those references guided video generation on Higgsfield, keeping faces, uniforms, and locations consistent across the film. Editing, music generation, Ivorian French voiceover, and color grading were completed separately.
The hardest scene was recess. A large crowd of students rushes out in handheld and Steadicam-style camera movement while the two leads run through the foreground. Every background student had to move realistically, and every face and uniform had to stay consistent from shot to shot.
The team treated the school uniforms as props, which kept every student consistent across shots. Then they gave the crowd its own direction.
“In each Seedance prompt, every background character got their own task to perform, so the crowd moved naturally instead of as a uniform mass.”
Kellogg’s Back to School went from brief to delivery in around 7 to 8 days, against the studio’s estimate of about 30 for a traditional production. Dream Slate Pictures estimates that the traditional version would also have cost three to four times as much, covering everything from pre-production and casting to the shoot and post-production. The AI production cost included creative and pre-production work, Higgsfield generation, the studio’s in-house AI filmmaking team, and post-production.
The film drew over 1 million views across Meta platforms. According to Dream Slate Pictures, kids saw themselves in the sleepy boy, and the Kellogg’s team loved the film.
“For 40 years, we made films, television, and advertising the traditional way. Higgsfield lets us keep the same cinematic standard and take that craft to brands across the world, at a speed and scale that wasn’t possible before. That’s what lets Dream Slate Pictures build a global AI film studio from India.”
Kellogg’s then commissioned Dream Slate Pictures for the campaign’s next film, also made on Higgsfield.
Watch the Dream Slate Pictures’ AI showreel here: https://youtu.be/zIfODcM5RHs
by Higgsfield
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