Bigsea launches Bigsea AI with a campaign that challenges perfection
Creative agency Bigsea has launched an AI division, Bigsea AI, with a debut campaign that asks a simple question: "Who Gives a Damn?" The message is clear-stop chasing flawless symmetry and glossy sci-fi vibes. Make work that feels human, even if it isn't spotless.
Bigsea AI positions itself around raw, intentional storytelling. The goal isn't to erase imperfections. It's to keep them-on purpose-because they carry emotion and make the work feel alive.
What's actually different here
Bigsea says its proprietary, in-house generative model eliminates hallucination and randomness entirely, so outputs are intentional, crafted, and controlled. In other words: no guessing, no roll of the dice.
"If it looks like the future, then it isn't the present," said Serge Asaad, Creative Director at Bigsea. The campaign rejects slick visual clichés and asks a better question: how much do we really care about perfection-especially if the image is made by AI?
The team is clear about control. "Camera language, art direction, and narrative precision remain exactly as envisioned. Not approximated, not guessed," said Mazen Abusrour, Co-founder and Head of AI Division at Bigsea.
Their stance: if the emotion holds, the craft is intact, and the story is felt, the tool shouldn't be the headline. For context on why control matters, see how AI hallucination can derail visuals and messaging.
Why this matters for creatives
- Use AI as a controlled instrument, not a vibe generator. You lead. The model follows.
- Judge outputs by feeling and narrative clarity, not pixel-level polish.
- Keep your camera, lens, framing, and color notes front and center. Direction first, prompts second.
- Make imperfection a choice. Texture, timing, and asymmetry are creative tools.
- Ship faster without lowering standards. Lock the vision, then iterate with intent.
How to build this into your next brief
- Write a one-sentence intent: emotion, conflict, and what the viewer should feel in 5 seconds.
- Create a "shot bible": lens, angle, blocking, palette, lighting cues, pacing, and references.
- Demand control settings: fixed seeds, versioning, and deterministic passes where possible.
- Run an "emotion check" with your team: if the heart lands, don't over-polish it into nothing.
- Document choices. If you break symmetry or add grit, note why. Protect those decisions in revisions.
Bigsea AI is opening its doors to advertisers who want work that captivates through imperfection. The pitch is straightforward: keep the craft, keep the story, and let AI follow your lead-not the other way around.
If you're exploring practical ways to bring AI into art direction and production, these resources can help: browse AI courses by job or scan tools for generative art to refine your workflow.
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