Case Study: Tool speeds up commercial production with Runway ML

How Tool is reimagining the commercial production process with Runway

Tool, a creative production partner behind campaigns for brands like Under Armour, faced a major challenge with “Forever is Made Now”: they needed to create a polished commercial on a tight timeline without access to star athlete Anthony Joshua for in-person filming. To bridge that gap, Tool turned to Runway ML and its generative AI tools as part of a mixed-media production pipeline.

Using Runway ML’s text-to-image, Gen-2 video generation, and text-to-speech capabilities, Tool generated thousands of stills, animated selected concepts, and combined them with licensed footage and VFX/CG work to complete the campaign. The project was finished in four weeks total, saving several weeks versus a typical 5–6 week timeline and avoiding the significantly higher cost of a more traditional production approach.

Tool

Dustin Callif

President