In this episode, Blair Vermette, founder of Rabbit Hole, shares his remarkable journey from traditional television production to the forefront of AI-powered creativity. Initially sceptical - frustrated, even - by AI’s impact on creative industries, Blair found himself at a crossroads. Instead of resisting, he leaned in, exploring AI’s potential and ultimately redefining what was possible in storytelling.

Blair walks us through the creation of his viral Adidas spec ad, Floral, the project that propelled him into the AI spotlight and reshaped his career. He discusses the challenges of scaling Rabbit Hole, the unpredictability of AI-generated content, and how his background in editing and directing gave him a unique edge in the space.

A natural storyteller, Blair introduces his philosophy of “breaking the spine”-thinking conventional story structures to craft unexpected, engaging narratives. He also shares insights on curation vs. creation, the role of human instinct in working with AI, and the future of creativity in an era where technology is rapidly changing the game.

Key Takeaways:

• Curation is as Vital as Creation – AI doesn’t replace creativity; it enhances it. Blair emphasizes that knowing how to curate and refine AI-generated content is just as important as generating it.
• Spec Ads Can Open Doors – Blair’s Adidas Floral campaign proved that self-initiated projects can be career-defining, attracting industry attention and unlocking new opportunities.
• Instinct and Storytelling Still Matter – While AI can generate stunning visuals, human intuition, taste, and storytelling structure remain irreplaceable in making content truly compelling.
• Adapting to AI is Crucial for Creatives – AI is reshaping creative industries, and those who embrace experimentation and evolve their skill sets will be best positioned for success.
• Breaking the Spine Unlocks Originality – Blair challenges traditional storytelling structures by disrupting linear narratives, starting in unexpected places, and reshaping story arcs to keep audiences engaged.

Adidas Spec Ad: BlairVermette/AdidasAd
Blair's Instagram: Blair Vermette (@_blairvermette) •
Rabbithole: RABBITHOLE | creative studio
LinkedIn: (10) Blair Vermette | LinkedIn

00:00 Introduction to Blair and Rabbit Hole
00:25 Blair's Journey into Generative AI
01:53 The Impact of Generative AI on Creativity
04:35 Creating 'My Name is Gary'
07:51 The Cost and Constraints of Traditional Animation
14:38 The Making of the Adidas Spec Ad
19:02 The Viral Success and Its Aftermath
24:08 Scaling Up to Meet Demand
27:20 The Dilemma of Building a Team
28:55 The Importance of Instinct and Originality
29:48 Professionalism in Creative Work
30:16 Leveraging AI in Storytelling
34:50 The Value of Obsession and Specificity
36:02 Entrepreneurial Ideas for Creative Growth
44:02 Breaking the Story Spine
48:18 Navigating the AI Transition
50:58 Final Reflections and Encouragement

📜 Read the transcript for this episode: Transcript of How Blair Vermette Went from AI Skeptic to a Pioneer of Viral AI Videos |

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Show edited by Emma Cecilie Jensen.