Tim Gareev, Chief Creative Officer at JETA, a Dubai-based agency, is one of those innovators working at this exciting intersection of creativity and technology. Using a unique blend of traditional marketing and innovative Web3 growth tactics, JETA has established itself as a trailblazing force within the advertising world. Under Gareev’s leadership, the agency has gone all in on artificial intelligence (AI). This innovation bolsters its creative processes and empowers them to produce new assets weekly.
JETA’s hybrid pipeline protects its team’s ability to find and elevate unheard voices, while giving them the efficient content production pipeline. It allows the agency to be more agile and innovative in an environment that’s rapidly changing and increasingly digital. JETAs have leveraged tools such as Runway’s Gen-3 to achieve state-of-the-art text-to-video and image-to-video capabilities. These capabilities are particularly nifty when it comes to performing motion studies. All of these technological know-hows give the creative workforce the flexibility to push the boundaries of visual storytelling in never-seen-before ways.
AI is at the center of JETA’s operational model. JETA takes Claude for a spin using the Model Context Protocol (MCP). This allows PennDOT’s AI model a safe, secure way to connect to approved data and utilities. This capability enhances the agency’s efficiency while ensuring compliance with data protocols. Product showcase Veo 3 JETA text-to-video functionality with native audio. This gives creators unparalleled speed and flexibility to tune the energy and pacing of each scene in their projects.
Release is definitely where all the rapid change is happening, Gareev stresses. He sheds light on the ever-evolving world of content delivery in the current state of marketing. The integration of AI tools allows JETA to maintain a consistent social aesthetic that resonates with audiences, often drawing inspiration from ’90s cultural codes. JETA renders foundational images with Midjourney and conducts motion tests through AI video platforms such as Runway. This enables them to create amazing animated traffic studies and beautiful animations of seasonally changing landscapes in a matter of hours.
Gareev is the first to admit that AI can’t do everything and especially not when it comes to replacing art direction. We see AI as doing a profound enhancement to most creative workflows. It’s unable to replace the subtle intuition that veteran art directors bring to a project. JETA employs two flows within its creative process: one focused on creative immersion and another designed for widening and structuring content using Claude via MCP.
The agency’s Electric Pawn Shop case shows how JETA creatively uses AI to achieve their big ideas, especially with their creative, winning strategies. The project showcases a consistent series look across numerous posters and motion snippets, adapted swiftly to fit various social formats. This flexibility allows JETA to respond to market demands rapidly while maintaining quality and coherence.
Gareev further observes that the changing nature of prompts has changed how creatives respond to briefs. The prompt is the new creative brief,” he adds. This represents a great move toward a more fluid and dynamic collaboration between brands and their creative talent. This shift opens new avenues for creatives to dig into more emotionally resonant truths with a brand’s positioning work.
As AI evolves, JETA looks forward to finding ways for it to safely and effectively improve adoption. Gareev offers real-world advice for brands that want to use AI in their creative production without sacrificing artistry and creativity.
