Key Takeaways
- David & Goliath (D&G) launched a dedicated Creative Technology department to embed AI, AR, and VR into brand storytelling.
- Antonio Marcato, MD of Creative Technology, leads the unit, positioning it as the “connective tissue” between narrative and tech teams.
- The department focuses on purpose‑driven innovation—selecting technologies that genuinely enhance campaigns rather than chasing novelty for its own sake.
- An early project uses AI‑augmented hybrid workflows, blending live‑action performances with AI to achieve high‑production‑value results with minimal crew and cost.
- Marcato compares current AI hesitancy to past skepticism around the internet, mobile tech, and even the invention of photography, emphasizing that AI is simply another creative tool.
- He argues that human creativity and “soul” remain the source of art; technology only amplifies what people bring to the process.
- Drawing on Mark Twain’s observation that history “rhymes,” Marcato predicts that once AI finds its natural place, it will unleash a new wave of creative explosion.
Department Launch and Strategic Vision
David & Goliath (D&G), a wholly owned subsidiary of Innocean Worldwide, introduced its Creative Technology department to give clients access to a wide array of emerging tools—including artificial intelligence (AI), augmented reality (AR), and virtual reality (VR)—for richer brand storytelling. Antonio Marcato, appointed Managing Director of Creative Technology in April, heads the new unit. He describes the team as the “connective tissue” that links the agency’s storytelling‑centric capabilities with its technology developers, ensuring that narrative ideas can be seamlessly translated into technical executions.
Motivation Behind the Initiative
Marcato explained that the department’s creation responded directly to client demand for more immersive and interactive campaigns. Rather than pursuing innovation for its own sake, D&G aims to deliver case‑by‑case solutions that address specific brand challenges. “We’re trying to answer those needs with innovative solutions,” he said, emphasizing that each technology adoption must provide measurable benefit to both the client and the audience, not just generate a flashy spectacle.
Hybrid AI Workflows as a Pilot Project
One of the team’s first endeavors explores AI‑augmented hybrid workflows, combining live‑action performances with AI tools to produce work that looks far more elaborate than its modest budget would suggest. By integrating an actor’s on‑set performance with AI‑generated elements, the department can achieve the visual polish of a major production while keeping crew size and costs low. Marcato noted that “it’s possible with a very small crew to produce something that, at the end of the day, can look like a much bigger production if you add the right amount of craft.”
AI as a Complementary Creative Tool
Marcato stressed that AI should be viewed as another instrument in the creator’s toolbox, not a replacement for human ingenuity. He argued that without the people behind it—without their creativity, intuition, and “soul”—AI remains an inert tool gathering dust on a shelf. The true artistic value emerges when skilled professionals guide the technology, shaping its output to serve a narrative purpose.
Historical Parallels to Technology Adoption
To contextualize current apprehensions about AI, Marcato drew a line to past technological breakthroughs that initially met skepticism. He referenced the invention of the first portable camera by German optician Johann Zahn in 1685, noting that it took 141 years before Joseph Nicéphore Niépce captured the first permanent photograph in 1826. Throughout photography’s evolution, critics warned that the new medium would destroy traditional art forms, yet today photography stands as its own respected discipline alongside painting and drawing.
The Role of Human Judgment in Technological Shifts
Marcato highlighted that the early fears surrounding photography mirror today’s hesitancy toward AI, the internet, and mobile technology. Each innovation sparked concerns about obsolescence and loss of craft, but societies eventually integrated these tools into their creative repertoires. The pattern suggests that initial resistance is natural, but mastery and thoughtful application lead to lasting enrichment of the artistic landscape.
AI’s Future Position in the Creative Ecosystem
Confident that AI will eventually settle into a defined role within the creative workflow, Marcato cited Mark Twain’s oft‑quoted line: “History doesn’t repeat itself, but it often rhymes.” He believes that once the industry identifies where AI truly adds value—beyond the hype—there will be an explosion of creativity fueled by the symbiosis of human imagination and machine capability. This anticipated surge mirrors the creative boom that followed the acceptance of photography and other transformative media.
Balancing Innovation with Craft
Throughout his remarks, Marcato repeatedly emphasized the importance of “craft”—the skilled, deliberate application of technology to serve a story. Whether using AI to enhance a live‑action shoot or experimenting with AR/VR for immersive experiences, the goal remains to elevate the narrative without overshadowing the human element. By maintaining this balance, D&G hopes to deliver work that feels both technologically advanced and emotionally resonant.
Conclusion: A Purpose‑Driven Approach to Emerging Tech
The launch of D&G’s Creative Technology department reflects a strategic shift toward purposeful integration of emerging media into brand storytelling. Under Antonio Marcato’s leadership, the unit seeks to cut through the noise of innovation hype, selecting tools like AI, AR, and VR only when they meaningfully enhance a campaign’s impact. By learning from historical patterns of technology adoption and keeping human creativity at the forefront, the agency aims to turn today’s experimental projects into tomorrow’s mainstream creative breakthroughs.