Bad Cherub

Fire the First Shot

is an AI-first spec film created for Bad Cherub, a fictional bespoke electric guitar brand. Created as my submission for the AARON Awards – Best AI Spec Commercial. It was my first completed film produced end to end, from concept, script and visual direction through generative production, sound design and final edit.

The project required me to develop a believable brand identity, stabilise the guitar and protagonist across stills and motion, and turn a restrained backstage narrative into a cinematic performance piece.

Why it matters

The film marked a shift from generating isolated images to directing a complete moving-image project with narrative structure, continuity, sound and editorial rhythm.

Objective

Create a short, emotionally controlled spec film that positioned the guitar as a symbol of personal agency rather than simply a piece of equipment.

Creative Direction

The visual language draws on underground music culture, documentary realism and fashion imagery. The film moves from quiet backstage tension into an aggressive live performance, favouring sweat, distortion and physical presence over polished rock spectacle.

System

The process began with story structure, voice-over and audio pacing before moving into character development, product design and master stills. Those stills established the visual language and identity references used to generate motion. All shot selection, sequencing, pacing, sound design and final assembly were completed in DaVinci Resolve.

Outcome

A completed AI spec commercial that brought together brand identity, product realism, still photography, motion generation and original editing within one coherent film.