Camera Obscura: The Intersection of Video Editing and AI with Alex Munro

“Video is a diverse medium geared toward any area of interest. One of the best parts of this field is its inherent variety.” - Alex Munro.

Alex Munro is the senior video editor at Minneapolis-based advertising and branding agency MONO; where he initially started working at the agency nearly a decade ago as an intern in the production department. Alex is passionate about crafting captivating TV spots and social media campaigns for globally recognised brands. Alex is always pushing the boundaries of visual storytelling and has worked on many accounts, including Keystone Light, Leinenkugels, Google, Sherwin Williams, and Sam’s Club, to name a few. Alex is also heavily involved in MONO's new business pitch process and crafting many of the agency's case study videos. 

LBB> What is your niche craft obsession?

Alex> I'm fascinated by all things video, but my deepest obsession lies in the video editing process. We're currently in an exciting era of post-production, especially with the rise of AI-powered tools enhancing our abilities as video editors. With nearly two decades in the field, I've witnessed video editing software and computer capabilities evolve from a sluggish process into providing us with lightning-fast workflows. The advent of AI has shifted the work landscape, allowing us to utilise our time more creatively, focusing less on the monotonous and more on the craft. It's truly a thrilling time to be a video editor. As we embrace these technological advancements, we gain the ability to create captivating content at an unprecedented pace. This provides us with a greater opportunity to produce compelling content that resonates deeply with our audiences.

LBB> Where/when/how did you first come across this thing?

Alex> Over a year ago, I started to see huge advancements taking place at the intersection of AI and video editing. While many of these tools are still in their developmental stages, I believe we'll start to see a big leap in professional-grade post-production software within the next year, which will forever change the modern-day editing process. It's quite a thought to consider how these tools might influence our client work, boosting our existing production workflows. By staying in tune with the latest developments in AI, I'm ready to delve deeper into my creativity and unlock new possibilities with the work I provide.

LBB> What are the most interesting debates or conversations you are having around this obsession?

Alex> One of the most significant discussions surrounding video editing and AI revolves around AI art and text-to-image/video generation ethics. As we've observed, considerable backlash has been against the unauthorised use of copyrighted images and intellectual property. Despite the valid concerns, watching these technologies evolve so quickly is remarkable. Throughout my journey, I've found platforms like TikTok, Twitter, and Reddit to be invaluable, as their algorithms connect me with  AI-centred content, keeping me well-informed and up-to-date on the latest advancements and ongoing discussions. It is crucial for each of us to stay informed about these advancements so that we can all strive to make meaningful contributions to the responsible and ethical use of AI. This requires utilising these new tools responsibly and approaching them with a certain level of caution.

LBB> How widespread do you think this obsession is with your peers?

Alex> Within my peer group, there is a growing recognition of the transformative potential of AI, particularly in the advertising industry, and the substantial gap in preparedness among traditional agencies for what's coming. It's feasible to expect the emergence of large-scale companies operating with smaller teams, employing AI as their digital workforce to manage tasks that previously required an entire agency, which will undoubtedly redefine industry dynamics. Becoming an AI expert within an organisation can solidify your role and make you an invaluable part of the team. As the influence of AI expands, those who recognise its potential and invest in developing their skills will lead the way in shaping the future. 

LBB> Can you share any examples of work where that obsession really came to the fore and elevated the final production? Can you tell us about it?

Alex> At MONO, we have a cherished tradition of giving shoutouts to our colleagues every other week. I was scheduled to be out of the office on the day I was supposed to give props to a coworker. Instead of merely recording a video of myself to play for the agency, I decided to leverage some of the new AI tools I had been experimenting with. This led to the birth of my AI alter-ego, lovingly dubbed MunroBot. I wrote a script, generated an AI headshot of myself, trained the AI to mimic my voice, and seamlessly edited everything together so that the photo became an animated living portrait. The resulting video featured MunroBot delivering the shoutout as my AI personal assistant. Although I wasn’t in the room when the video played during our morning status meeting, I was told that the reaction from the agency was astonishing. Throughout the week, colleagues reached out, fascinated by the video and curious about how I made it happen, sparking conversations about the potential of AI in our work and its future applications.

LBB> What advice would you share for anyone just getting into your field to help them get their head around this particular thing?

Alex> My advice for those making their first strides into video production is to let your passions guide you. Video is a diverse medium geared toward any area of interest. One of the best parts of this field is its inherent variety. You get to work with clients from all backgrounds, leading to a large range of projects. Embracing this variety keeps the learning process exciting and allows you to explore different aspects of the production process. Video production has been a fantastic way for me to connect with people, learn continuously, and express my creativity. It's brought me great satisfaction, and I feel lucky to share my skills with friends, family, and my professional network. So, to sum up, my advice would be this: embrace exploration, trust your instincts, learn from your mistakes, share your creative journey, and never stop learning!