Bidfood — Innovating for the Future

Developed in early 2024, this was Lucid Lab’s first commissioned AI-led ad. It used emerging generative-video tools to picture a technology-enabled future for Bidfood New Zealand while keeping people at the centre.

The brief

Turn a future-facing idea into a watchable ad at a point when commercial generative video was still new and visibly limited. The finished piece needed a clear progression and enough visual continuity to feel deliberate.

The challenge

The tools available in early 2024 produced more drift and fewer controls than current systems. Achieving a coherent sequence meant working around those limits through selection, structure, animation, and post-production rather than relying on a single generation step.

The approach

Lucid Lab developed the AI-led production with Indelible Creative Studio. The workflow used generative material as raw footage, then shaped it through editorial choices and finishing into the completed ad above.

The project records where Lucid Lab’s commercial AI practice began and provides a useful contrast with the more controlled product workflow used later for Griffin’s — Life Needs a Snack.

Deliverable

The completed AI-led ad shown above was developed by Lucid Lab with Indelible Creative Studio for Bidfood New Zealand.

See how the practice developed on the AI video production page, or brief Lucid Lab on a new product or brand ad.