Popeye's Wrap Battle
Asked us to a make something really really good for Popeye's Ai generated diss music video.
Ai Still Needs A Human To Guide It
With all the talk of AI taking jobs and replacing humans, what we've learned is different: it amplifies what we can do and lets us focus on what matters most. For Popeye's Wrap Battle, PJ and his global team of AI creatives brought us into a project that required generating and regenerating until we found the right feeling, the right shot to deliver the message the way it needed to land.
We handled the post in three days. Three days to deliver something this big, this fast, because the internet doesn't wait. It was an intense journey, but that intensity is what the moment demanded. AI is growing into studios at an unstoppable pace. The question isn't whether it arrives, but whether you're ready when it does. This project taught us how to integrate these tools without losing the human judgment that makes work worth seeing. It shaped how we think, how we build, and how we prepare for what's next.
Studios that figure this out early won't just survive the shift. They'll define it. We're proud to have been part of this moment—not because the tools are new, but because we used them to build something that physical limitations once made impossible.
Here's what PJ asked for:
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We were moving fast on the Popeyes project, and AI only works at that pace if your post team really knows what they’re doing. ABABA turned everything around in three days, which is kind of wild, but that’s the reality of shipping on the internet. What I appreciated most was their judgment. They didn’t treat AI like a magic button. We went through a lot of versions to get the tone and shots right, and they helped us make sense of all of it. A lot of teams either drag their feet or rush and cut corners. ABABA kept up, stayed sharp, and helped us land something that actually broke through and went viral.
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PJ
Co-director of
Popeye's Wrap Battle
PJ
Co-director of
Popeye's Wrap Battle
