AssemblyAI campaign led by Fuzzco and Good Secrets
AssemblyAI recently embarked on a transformative journey to reposition itself from being perceived as a developer tool to an influential force in the AI landscape. This rebranding effort culminated in a bold and boundary-pushing campaign, spearheaded by a 60-second animated video that embodied the company’s strategic shift. The video, led by Good Secrets in collaboration with Fuzzco, required a swift turnaround of just four weeks—a challenge that tested both creativity and execution at every step.
Known for its cutting-edge AI models specializing in speech-to-text and speech understanding, AssemblyAI sought to redefine its narrative to emphasize its role in capturing the deeper meaning behind speech. To achieve this, the project team worked tirelessly to design a visual identity that retained the brand’s core technical sophistication while infusing it with a human and organic touch.
Early explorations included experimenting with abstract representations of audio, surpassing conventional sound wave visuals, and incorporating subtle human elements connected to speech. These efforts set the stage for a visual style that was both innovative and authentic to AssemblyAI’s vision.
The project’s tight timeline added urgency to the creative process. The first week was dedicated to extensive ideation and experimentation. Iterations were frequent and feedback from AssemblyAI often led the team back to the drawing board. This iterative approach proved essential in honing a direction that resonated with the brand’s evolving identity. Despite the time pressure, the collaboration with Fuzzco ensured that the visual and strategic elements aligned seamlessly.
Coordination among a globally distributed team presented another layer of complexity. Artists and creatives across the United States, Australia, and Italy worked through disparate time zones, necessitating flexible schedules and meticulous planning. Ryan and Casey, the Producer and Creative Director, took on the challenge of maintaining fluid communication across regions, ensuring that the team’s collective vision stayed cohesive and on track.
In the final stages, the creative momentum reached its peak. A handpicked team of world-class artists and animators brought the vision to life using tools like Cinema 4D for experimental visual elements and Adobe After Effects for production. Custom tooling for typography animation further elevated the quality of the final product, delivering a dynamic and compelling narrative in just 60 seconds. The video not only met AssemblyAI’s expectations but exceeded them, cementing its repositioning as a thought leader in AI strategy.
All images courtesy of Good Secrets, shared with permission
- Agency: Fuzzco
- Production Company: Good Secrets
- Creative Director: Casey Latiolais
- Executive Producer: Ryan Shoe
- Design: Allen Laseter, James Boorman, Josh Edwards, Tiberiu Sirbu, Preston Gibson
- Animation: Alex Deaton, Allen Laseter, James Boorman, Jeff Briant, Josh Edwards, Preston Gibson
- Music & SFX: Michael Lee
