Spirit Studios is partnering with Channel 4 to deliver a generative AI ad campaign.
Part of Channel 4’s Fast Forward strategy, which aims to accelerate digital opportunities for ‘new-to-TV’ advertisers, the AI solution is designed to remove traditional barriers to entry such as high production costs and the need for in-house expertise.
As one of the first companies to utilise Channel 4’s recently launched generative AI solution for TV advertising, Spirit Studios has launched a campaign promoting social-first health and wellbeing brand, The Good, The Bad and the Healthy.
Launched on July 4th, the campaign is expected to be followed by further brands later in the year.
Channel 4 is in the process of evaluating both Streamr.ai, a prototyping tool to create AI-powered TV-ready ads from users’ existing web and social assets, and Telana, which combines AI technology with oversight from its in-house creative teams. Compliant with Clearcast guidelines and the broadcaster’s creative and ethical standards, the solution will function as a lead generation and sales enablement tool, providing users with the capability to visualise the potential impact of their campaigns.
Rak Patel, chief commercial officer at Channel 4, commented, “Our gen AI solution will further power Channel 4 Sales’ ambition to offer the best sales and service experience in the market. Unlike most AI-generated ads in 2025, this ad has put the needs of the brand at the forefront, with a clear, cohesive creative vision from start to finish. Every detail, from the eerie lighting to the haunting sound design, has been crafted by our creative teams to serve the story, not just the spectacle. AI hasn’t replaced the creative process, it’s supercharged it. The latest in AI technology, allied to the ‘secret sauce’ of C4’s creative teams is an unbeatable combination for small and medium businesses looking to advertise on Channel 4.”
Matt Campion, creative director at Spirit Studios, added: “Collaborating on the advert for The Good, The Bad and The Healthy with the brilliant creative team at Channel 4 has been an incredibly exciting experience. The world of content is changing rapidly, and to be at the forefront of this kind of production – blending AI-generated visuals with our own creative direction to tell bold, engaging stories – might feel new now, but will soon become the norm. At Spirit, we’re always looking to innovate and move with where the market is heading, and this project is a perfect example of the kind of creatively ambitious challenge we thrive on.”
