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Viggle: Tell us about the background of this campaign. What made it special?
Massive: This was the first ad we were able to release publicly at Massive. It premiered on an 80-foot screen at the opening of a new Sally’s Pizza restaurant. The campaign hit 3.2 million views on YouTube and was the first to go viral for us. What made this project stand out was the collaboration—Sally’s is a legendary East Coast pizza chain expanding nationally, and under new ownership, they approached us to help launch a special hot sauce collab with Beckham. The idea? A creative parody of Apple’s iconic 1984 ad.
Viggle: What were some of the technical challenges you ran into with this project?
Massive: The physical motion was tricky. General video generation tools struggle with maintaining character and clothing consistency when there’s a lot of movement. For this piece, that consistency was critical. That’s when we brought in Viggle V3. Viggle helped lock in character consistency in a way that really brought the piece together. It made a huge difference.
Viggle: What was your creative workflow?
Massive: It was a true marriage of traditional filmmaking and Gen AI. Here’s how it all came together:
- Story—Sally’s brought the core concept. They had a strong vision and a clear idea: parody the 1984 Apple ad to introduce their collaboration with Beckham’s hot sauce.
- Image generation – We used DALL·E, ImageFX, and Leonardo to brainstorm visual ideas quickly. They’re great for rapid ideation.
- Voice – ElevenLabs helped us style-transfer the actors’ voices to match the mood and tone we were going for.
- Scene generation – OpenAI’s Sora was a major player in crafting overall scenes. We also bounced between Pika and Veo2.
- Character consistency – This is where Viggle shined. It gave us control over full-body motion and kept the visuals cohesive.
- Upscale – Once everything was in place, we polished the final output with upscale tools for that high-quality finish.
Viggle: What did you learn from this project?
Massive: The biggest takeaway is the importance of transparency and education when working with clients in the AI space. We had regular check-ins with Sally’s to make sure they understood how to work with AI tools—and what was possible. They were super flexible and brought great ideas to the table.
Also, we’re seeing creators shift from demos to actual storytelling. That’s huge. My hope is that tech companies will start collaborating more closely with these storytellers—supporting longer-form pieces. And honestly, it doesn’t have to be expensive.
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