In this episode, Blair Vermette, founder of Rabbit Hole, shares his journey from traditional TV production to becoming a pioneer in AI-powered storytelling. Once frustrated by the rise of AI in creative work, Blair chose to lean in—leading to the creation of Floral, a viral Adidas spec ad that transformed his career.

He talks about scaling his creative studio, navigating the chaos of AI-generated content, and how his editing background gave him a competitive edge. Blair also breaks down his “break the spine” storytelling philosophy, the balance between curation and creation, and the enduring role of human instinct in an increasingly AI-shaped creative world.

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.