Kingsford Charcoal x Ai Video Creation
Client: Kingsford Charcoal
Category: OLV
Timeline: 3 weeks (2025)
My Role: Lead Designer
Kingsford partnered with BCG and our internal Clorox creative team to explore how AI could unlock new ways of developing video content for distinct audiences. The goal was ambitious: create two fully AI-crafted commercials — from insight to script to voiceover — each tailored to a different demographic segment within the Kingsford consumer base.
My role was to help lead the creative development, bringing together strategy, visual direction, and AI experimentation into a cohesive process that felt intentional, scalable, and true to the Kingsford brand.
The Challenge
Kingsford is an iconic brand with a wide audience, but traditional content production timelines can make it difficult to quickly create differentiated, audience-specific assets. We needed a new way to test creative hypotheses and create early-stage videos that felt tonally and visually aligned to the audiences we wanted to reach.
The concepting Phase
Tools & workflows
Audience insight generation from AI-assisted research
Creative briefs generated and refined using strategic prompts
Visual exploration through AI storyboarding tools
Scriptwriting, plot sequencing, sound design, and voiceover created through multimodal AI
Iterative refinement rounds with the BCG+Clorox team to ensure brand alignment and audience relevance
Two Distinct Commercials, Two Distinct Audiences
Grill Day Meal Prep
Mid-week Reset
Execution
AI-generated scripts aligned to each audience’s values and lifestyle
Visual storyboards to explore color, camera angle, talent mood, and narrative flow
Scene-by-scene lighting and texture references to maintain brand cohesion
AI-generated voiceover tuned to match each audience segment
Fully rendered AI commercials with sound, pacing, transitions, and emotional tone calibrated to Kingsford’s visual identity
Iterations
A major part of my role on this project involved storyboarding, AI-driven scene creation, and overall creative strategy. This progression shows how each scene required multiple rounds of refinement to achieve consistent lighting, texture, and atmosphere. As the video develops, each new scene becomes more complex — because every shot must match the established look and feel with near-perfect continuity.
Impact
The project demonstrated that AI workflows can meaningfully accelerate early-stage content development while still maintaining creative integrity. These videos were used internally to explore how AI can support campaign experimentation, audience testing, and concept validation — all without needing a full production budget upfront.
Progress
For Kingsford, the AI spots opened up new conversations about personalization, speed-to-market, and experimentation at the concept phase.
For me, it was a chance to blend design, storytelling, and emerging technology in a way that still feels human, intentional, and limitless.