AI/ML
July 8, 2025
You ever get that weird déjà vu feeling in your career—like you’ve seen this movie before, but this time, it’s playing at 3x speed?
That’s exactly what’s happening in the creative world right now.
Only, it’s not a remake. It’s a reinvention.
We’re living through a moment that’s just as groundbreaking as the invention of the talkies. Just as electrifying as the day Dorothy opens the door to Oz and the screen floods with Technicolor.
Except this time, the transformation isn’t just visual or auditory—it’s systemic. It’s foundational. It’s AI.
Hi, I’m Bob Demello. I’m the VP, Creative Director of Video at Relevate Health, a medical advertising agency that lives at the intersection of storytelling and science. And I believe we’re standing at one of the biggest inflection points in creative technology since the dawn of digital media.
Let me explain.
Back in the ‘80s and ‘90s, the creative software revolution rolled out like a carefully choreographed timeline.
It started with the written word. WordPerfect. Microsoft Word. Suddenly, what once took a typewriter, Wite-Out, and a lot of patience could be done with a blinking cursor and a save button.
Then we moved into the world of images. Adobe Photoshop became the standard. Now we weren’t just writing brochures—we were designing them. We could crop, retouch, blend, and composite. We could take raw visuals and give them meaning.
Video was next. Programs like Final Cut Pro and Adobe Premiere brought editing to the desktop. What used to require expensive equipment and studio space could now be done with a firewire cable and a few late nights in your apartment. iMovie democratized video editing even further. Your footage didn’t need a studio—it just needed you.
Motion graphics followed. After Effects allowed creators to add movement, energy, and story layers to static visuals. Suddenly, titles flew, logos pulsed, particles danced. It wasn’t just editing—it was orchestrating.
Then came 3D modeling, VR, and AR—tools that let us build immersive, interactive experiences that didn’t just tell a story but let the audience step inside it.
That journey—text to image to video to motion to immersive—was linear. Predictable. And each phase took a solid decade or more to mature.
Now here’s the twist.
AI is following the exact same path.
But instead of decades, it’s taking months.
We’re speed running the entire creative evolution.
In just a few years, we’ve gone from AI that can complete your sentence to AI that can generate fully illustrated storyboards, synthesize actor performances, design motion graphics, score music, and even direct virtual camera angles.
And in 2025? It’s not just impressive. It’s becoming standard.
Let’s break it down.
First, AI tackled text. And that made sense. Language has structure. Rules. Repetition. Perfect training ground for machine learning.
ChatGPT, Jasper, CoPilot—these tools aren’tjust glorified autocorrect. They help ideate. Draft. Brainstorm. Refine. The cursor doesn’t just blink back at you anymore. It answers.
Then, image generation hit a tipping point. MidJourney, DALL·E, Firefly—suddenly anyone could create visuals with nothing more than a few descriptive words. Style, lighting, emotion, composition—all encoded into prompts. And the results? Stunning. Surreal. Hyper-real.
And now, here we are—in the heart of the video era.
This is the stage where things used to slow down. Where hardware, talent, and time were the biggest bottlenecks.
Not anymore.
This month, Google dropped Veo 3—and it’s a watershed moment.
Veo3 doesn’t just create beautiful clips. It creates full-on, cinematic sequences, guided entirely by prompts. You tell it what to see. How it should feel. How it should flow.
But here’s what really blew me away: Veo allows voice-driven dialogue with lip-sync precision.
You can write a line of dialogue, choose a character, and watch it get delivered back to you with synced mouth movement and audio. It doesn’t just talk—it performs. That’s not an upgrade. That’s a paradigm shift. Take a look…and a listen.
At the same time, Runway has introduced references, features that allow for consistency across shots—something early-gen AI video seriously struggled with. Visual coherence is finally possible. We can lock a character’s look, style, and environment across multiple scenes.
We’re not just generating videos anymore. We’re maintaining continuity.
We’re building cinematic language with memory.
And this all leads us to one inevitable truth:
We are inches away from seeing the first fully AI-generated film hit theaters.
Not just a short. Not a concept test. A full-length feature. Playing on screens. Popcorn in hand. Red carpet premiere.
I’m talking major studio release. AMC. Regal. Dolby Atmos. With trailers and reviews and box office projections.
And when that happens, it’s going to be the Jazz Singer moment of our time.
Or our Wizard of Oz moment.
People will freak out. Critics will debate its legitimacy. Purists will say it’s not real cinema. But audiences? They’ll show up. Because they’re curious. Because they want to feel something. And because it will mark the beginning of something unmistakably new.
Now let me ground this for a second. Because this isn’t just about Hollywood.
This evolution is already impacting healthcare. It’s already transforming the work we do at Relevate Health.
As a medical advertising agency, we operate in one of the most highly regulated, tightly scrutinized industries on the planet. Every word matters. Every second of footage carries weight. There’s no room for missteps or misinterpretation.
And yet—this is where AI can be most powerful.
We’re actively exploring how AI video tools can help us create smarter, faster, more personalized content for both healthcare professionals and patients alike.
Imagine a world where a doctor doesn’t have to read through 30 pages of dense clinical data—they can watch a 90-second video that visualizes it all clearly and accurately.
Or a world where patients can better understand their condition, treatment options, and journey through emotionally resonant storytelling—delivered in a language they understand, and in a style that meets them where they are.
AI gives us the power to elevate clarity, enhance engagement, and accelerate connection.
And that’s the future we’re leaning into at Relevate Health.
So let me bring it all the way back:
We started with content in the ’80s.
We styled it with design in the ’90s.
We brought it to life on video in the 2000s.
Now in 2025, we create it all with a prompt.
And we’re using that prompt to shape the future of medical storytelling—turning insights into action, data into empathy, and complexity into connection.
The tools are here. The moment is now. Let’s build what’s next.