BluShark Digital 00:00
Welcome to the SEO Insider with your host, Seth Price, Founder of BluShark, taking you inside the world of legal marketing and all things digital.
Seth Price 00:10
Welcome, everybody. We are very excited to have you here on the SEO Insider with Jeremy from Coolfire Studios, a longtime friend of the show. One of the more entertaining people if you ever have a chance to spend Halloween with Jeremy, I highly recommend it. Although he doesn’t really need Halloween to dress up. I just show up to random parties, and there he is as the elf. So
Jeremy Corray 00:29
that’s right
Seth Price 00:30
It is great to have you here. Jeremy, welcome.
Jeremy Corray 00:34
Oh, I appreciate it. Thanks for having me back, Seth. I think that shows I must have done something right the first time on here, but we’ve got a lot of exciting things to talk about around AI videos really exploding. We’re coming off PIMCon fun, having helped emcee that event. And how about Nikki Glaser, huh? Seth, wow. She was definitely, obviously,
Seth Price 00:55
she, she put out a great show, although the 20 minutes of I want to go with the details of it her last weekend, minute were tough. They were tough. Yes, incredible, one of my favorites, yeah, but I gotta tell you, it was, it was kind of humbling to see her at the meet and greet afterwards. They were kind enough to include me with the Super VIPs. And I had to shake her head. And what was so interesting. And this was like, again, this was, she still was in hair and makeup from the show, but she seemed human. She’s on stage. She seems super human. And like, you know, she puts on this, you know, she’s decked out. She talks a lot about all the work she does to make herself look that way. And then, and then we’re sitting there, and I’m like, Oh, that’s really the girl next door who happens to go through a bunch of stuff in order to do it. So I don’t it was, I don’t know if you had the same reaction, but I got to.
Jeremy Corray 01:51
Yeah, absolutely. She’s a Missouri girl. She’s from St Louis, like Chris Dryers over there, from Illinois, like myself, you know. The rankings and PIMcon and everything. So yeah, it was awesome that they were able to get her. And we’ve worked up there at Coolfire Studios on some different shows and things. She’s been in my RV when she was filming her e show. So the Nikki Glaser connection grows, grows very strong. But yeah, it was a fun pimcom, for sure. I’m here right now at Fireproof. Mike Morris, Land here. We’re out in Scottsdale. Was just at his place last night talking AI video and strategy. He’s doing some fun things around AI and I think everybody’s a little bit AI video curious. Isn’t that the dream?
Seth Price 02:31
Right, yeah, right, right. Now, you know the old playbook was, you go, you sit in a video at a studio, green screen, you talk to some stuff and, you know. And then the question is, is, are we going to laugh? Not laugh? But is that going to be passe at some point that what we can do with a limited budget and so much more interesting than the traditional green screen video shoot, right? Are we, you know, everyone knows AI is going to change the world, right, right. Clear, quite and we’re seeing it work, or talking incrementally about how it’s going to move work along. But when it comes to video, that’s the area where, like, you know, these prompts are insane. You say, hey, right, take Seth and Jeremy and and have them, you know, be at the tearing down of the Berlin Wall. And, you know, just, and you can create stuff, just the beautiful mind that is Jeremy can now be translated into video at a way that before would have taken beyond budget that’s available. So talk to a little bit. How about what, what is the current state of AI video for commercials, and where do you see it going?
Speaker 1 03:43
We’re calling screen burn.ai. For those in video, they know what a screen burn is. So fascinating around here, as far as some early theories on what I’m seeing in the marketplace, for what we’re doing, for folks like our mutual friend Jim under law, who’s come out of the gate strong with some of the AI videos. And let me say, I know it’s every attorney’s dream to not have to show up and read teleprompter and be in the studio, but that’s where we get into some of the ethics, right? And that’s where we have to, as creators, hold a line and say, if you’re trying to build trust in a marketplace, you can’t replicate the authenticity of, you know, going into different community places. So we’re learning where and where not to use AI. So where I see it really performing, and we’re trying to position screen burn is AI for prime time, right? We all see the commercials over broadcast, whatever TV is defined as to you, right? Whatever that is is, whether that’s, you know, YouTube, on TV, connected TV and Seth, what this allows is that commercial that your attorneys have been running for six months more longer, we can be relevant. We can create creative that is customized for an audience that’s watching daytime TV versus primetime TV. All of the different things and where I’m seeing the most resonance with audiences is on television. A lot of this stuff when you throw. Up on social it’s kind of cool to, you know, a bag on AI, but where I see it is, it’s allowing attorneys to be part of the conversation. It’s allowing them to have fresh creative and where I also see it is helping out. It’s like stock footage on steroids, right? I was just talking to a firm that I’ve always wanted to do. A semi truck rolled over in a blizzard, but obviously, cost prohibitive. You never do that. So yeah, now you can. Now you can call prompts. You got it? Yeah, now you can do that. So there’s so many things that it’s good at.
Seth Price 05:31
So don’t look at using this is in one sense, it’s going to be cost it’s going to be rapid response, where, if you want to do a Halloween, one great, you want to do Thanksgiving? It’s like these things are going to come fast and furious, where national redhead day, if, in fact, people are following on social, you know, right, sons and daughter, stuff that before you wouldn’t be able to pivot. Let me ask you this, though, historically and I’ve been the gut look as a guy who’s built his career in digital, I don’t see, you know, TV has always been that frontier where I’m always shocked, while there are a few examples, and I use Mike Morris as a great one of a guy who’s done some interesting TV ads. But so many people have made a very good living off nonsensical, direct response TV ads in front of a green screen that are not particularly creative, how much? And this is where the question is, you know, just like when we go back to the Wendy’s, where the beef that was that was a breakthrough, because, like, funny commercial made money, whereas there’s always been this sort of a stigma that when you’re funny, it’s not as memorable. So the question is, you know, be careful what you ask for. There’s no doubt you can do this personalization. I can’t wait to see the handiwork you do, because you’re one of the most creative people I know. But they share, you know, it is gonna, it’s gonna be great, and that people, it will resonate, and that hopefully, they’ll be interested in something going on. You know, you can literally do something about turning the clocks back, whatever it’s in somebody’s mind. It’s in somebody’s mind, and that it won’t be the same commercial every day. But is there some benefit? What it is, as much as people get upset, is there a benefit when it’s the same commercial on repeat?
Jeremy Corray 07:17
Well, I find you can reinforce that brand message multiple times, whether it’s Mike wins or Onder wins, and I’ll show you an example where I do think more direct response and something customized to forgive me, that’s our sizzle reel, which we can play with later. But we’ve did, for instance, tornadoes rip through St Louis, so we were able to turn around a storm ad that is environments and all of this. What I’m going to show you is generative AI, there wasn’t a single, you know, camera set up, and we were able to turn things around for Jim Onder and really reinforce to your point that Onder wins, right? And so we’ve been putting under wins on steroids in the St Louis market, whether that’s creating, you know, football parodies around the season. What are folks talking about? You named off five great ones, you know, for social but being able to be that fast on television is not something audiences are used to. And I think a lot of the folks, a lot of my attorneys, are stuck on, “Oh, does it look exactly like me? Is it the rep look” it just has to look enough like you if it’s moving, if the humor, if the messaging, is working, I don’t think there’s an area that AI video can’t help when it comes to something a little more serious or something that’s a little more brand reinforcing. So I’ll share some examples,
Seth Price 08:28
and the number of times when there’s been a major catastrophe in the DC market where, like, Man, I want you to get ads out. It is a way to to get to get those out quickly,
Jeremy Corray 08:38
1,000% Well, Football season is upon us once again, and Jim onder has already delivered a highlight reel for the ages. Ander with the interception and he takes it all the way to the house, and at halftime, forget Rihanna. Onder grabbed his guitar and absolutely shredded fourth quarter seconds on the clock, onder calls his own number touchdown. That’s the game winner right there. He doesn’t just win on the field. He wins in the courtroom. If you absolutely need to win call under law today, under wins, under wins. We’re going to reinforce.
Seth Price 09:12
That last line. It shows it shows you, I can’t believe that that’s allowed in St Louis. That’s unbelievable. You absolutely have to win. You may want to check that one out, but or
Jeremy Corray 09:22
maybe, thank you. He’s got the bar on speed dial here, and that’s
Speaker 2 09:30
a stretch. You let me know if that, if that one made it, but I also know that you can, you can over analyze, and I’m for sure guilty of that, you know, yes, yeah, we say we call ever is, if you got to change one line, how long would it take you to change that line out? Not a long time.
Jeremy Corray 09:50
Oh, that would be like an hour. We’ve done it. We’ve got a hockey one coming up. So that’s just more. A lot of attorneys, a lot of firms are involved in sports deals, right? And NIL deals. So this is a way to leverage some of those sponsorships and get even more out of it than your usual, you know, green
Seth Price 10:06
screen that we’ve done this deal with the commanders, likely by the by next season, we’re gonna be like, You know what? We got that brand exposure with them. It’s time to be able to take those, those dollars and put them into the actual media. We don’t, you know, get some inexpensive NILs and put those in the mix.
Jeremy Corray 10:24
Yeah, you get it. You’re a mastermind with some of this stuff. So I’ll show you some other examples. I’ll show you a little more of a serious side too.” It’s hockey season once again, and Jim onder is already winning. Onder setting the tone early with a big hit. Then things get really nasty, Onder dropping the gloves to send a message. and in the third period, Game tied late, and it Jim onder with the game winning goal. Jim onder just can’t stop winning, and it is truly remarkable. call under law today.” Every week, there’s a new spot you’re just out maneuvering the competition. “It’s been months since the tornado tore through St Louis, but for many families, the storm never ended. Insurance companies promised help instead. Too many have denied, delayed, underpaid. You don’t have to fight alone. Onder law. Knows how to take on the insurance companies and win. We’ll fight to get you every dollar you need and deserve. call under law today, time limits apply, 314, or 6189, all zeros.” So we were able to turn that one around and be relevant and there when people needed us for that stuff. So it’s it’s been a great time. We’ve been doing work with Tim Miley. Miley Legal out of West Virginia, having some fun with some hybrid concepts. So I think what is really fascinating Seth, is the combination, too, of things like the consumption of YouTube, regular YouTube on television. A lot of people even subscribe to the YouTube TV, sort of cable replacement. So I think that’s a way for smaller firms to use AI video get involved in bumpers, 32nd complimentary spots on something that won’t exactly break the bank for broadcast. So that’s how I’m using them, folks like Charlie Thurman out of Chicago. So it’s a tool in the toolbox. It’s not meant to replace the good old fashioned testimonials. Nothing will replace, you know, going out in the community and showing yourself there. But I think it’s very exciting, and I think attorneys can get ahead of the game and wield it. But I think it works for multiple industries.
Seth Price 12:32
What do you know? What are your thoughts on broadcast TV right now, and whether or not the eyeballs are there versus, you know, these digital plays historically. OTT, I sort of was like, yeah, yeah, nobody’s making money there. The question is, that’s the eyeballs are moving. What can you do? Or you’re not getting ripped off by the TV stations that are just like, oh shit, we’re not selling the broadcast. We need to find a widget profitably. What’s the you know, how should somebody look at that balance between traditional broadcast and what is traditional broadcast if you’re watching on YouTube TV, or FUBU, or one of these others I’ve been playing around, right? I moved myself to, we cut the cord. We’re on YouTube TV, you know, smart. It’s still $1,000 a year. And then I realized, with the exception of sports and news, we’re not watching TV at this point, right?
Jeremy Corray 13:26
So you just said it, it’s event programming, it’s appointment viewing, right?
Seth Price 13:30
So no, but so I’ve been personally playing, and you don’t do stuff based on what you’re doing, but if I’m doing it now, and the young people are already doing this, you can get CNN, Fox News, right? MSNBC, NBC, nightly news, most sports, and especially if you know somebody who’s still using a traditional one, where you can get their logins, you’re sort of like they’re not using the login. So it’s somebody with a cable setup. You almost if you’re willing to put a little bit of effort in, you can get 95% without it. So the question is, are, as people move away from, you know, the four major networks and cable, you know, the traditional model, can you get the eyeballs at a cost effective rate that monetize into cases, you know, or is there still value with the people that are sitting at home with cable and broadcast and Court TV and court shows during the day?
Jeremy Corray 14:29
Right, right. Yeah, and by all means, I’m no media buyer, but I can tell you what I’m seeing on the front lines. And to your point, it’s all fragmented audiences now, so where I get excited about AI video is being able to tailor messages to folks who are watching game shows during the day, or, you know, soap operas and things. And to your point, the demographics who are watching what we call traditional TV. You know, they’re my father, you know, at 82 years old, who’s never going to figure out his Roku, or Roku, as he calls it. So that folks, I think it would be a huge mistake to pull everything from television, as far as the traditional broadcast, but you use the B word and its balance, and I think diversifying that into more emerging technologies. You look at a platform like Hulu, you look at the targeting levels. I think connected TV and programmatic is finally maturing. I think you are starting to see it. But you know where that real battle is at the end of the day, it’s SEO, it’s PPC, it’s people going to those websites and where you’re going to so it’s not just one magic channel
Seth Price 15:25
but let’s stay with this. I mean, as brainstorm, while I have you here, if you’re doing daytime novellas, next thing you know, you could have your own novella. You know, course, which mirrors the type of programming you can do your if you’re doing court, you know daytime court shows, you can have your own parody of that. Is that going to make people stay tuned rather than tuned out? That’s the question. Can you do stuff?
Jeremy Corray 15:50
I think it stands out, right? I think it stands out and it just gets your attention. And we think of what we all do passive viewing. We go make a cup of coffee, we go do something while the television is on. That’s the world I love to play in. Is, how can we stand out in a more competitive landscape than ever? What can attorneys be doing to get their message out? And it takes time, and obviously it takes money and pressure. And it’s, you know, a brand like Brown and Crouppen out of St Louis was built over decades, and Terry Crouppen and things that’s, that’s something every you know, whether you’re new on the block or, you know, Onder law, is newer to the PI space. So they’ve got a lot of work to do on that front. But what we’re seeing is it just stands out above. And you can compete with the big boys, like a Morgan and Morgan coming in. You can have production quality that, you know, mirrors some of that. So I think, yeah, spreading this out, I’m seeing a lot in, particularly on YouTube. I think that it’s very powerful. When I started, we started promoting things 10 years ago. You know, there were still devices where laptops and Xboxs and things, and now the explosion of smart TVs that are watching YouTube, you know, that’s what we watch in our household, as far as just turning it on passive viewing. I think that’s an exciting opportunity, again, to use those bumpers and to get in TV. So I think it’s all diversifying. I think you’ve got to have your bases covered. I think, you know, for a lot of young people, just Instagram, social Tiktok is just sort of a check to see if you’re real.
Seth Price 17:08
right? But if you, but if you could make this stuff an X percent go viral, and I saw some great skiing ones from some creative people. It seems that like, if we can get to the point where, because that’s the difference, my kids don’t watch commercials, and when they have one, it’s totally so if you’re going to be part of the conversation and you’re not part of the entertainment, you got problems, yeah.
Jeremy Corray 17:36
That’s why a generation of lawyers are doing so well, who film themselves, And that’s something AI cannot replicate, and I would not do.
Seth Price 17:43
I don’t know. I don’t know. You don’t think it can?
Jeremy Corray 17:47
Well, I think it can, but I don’t know if you should, and that’s a level of attorney.
Seth Price 17:53
Why not?
Jeremy Corray 17:54
A fake attorney.
Seth Price 17:54
Well, it’s not a fake attorney. What if it’s you, but you just don’t have to sit there and do the work? It’s your words; you’ve typed them in.
Jeremy Corray 18:02
Yeah, I think something around narration would be okay, but I’d be very hesitant to do, you know, we do a series with Tim Miley, Tiger talks, where he talks about, it’s, you know, the top five things to do after an accident. I think that personalization and things and that you feel like you’re consulting folks is something I’d be very hesitant to turn an attorney into AI, know, you can have fun with them. They’re playing football. Let’s just say, yeah, for instance,
Seth Price 18:25
you had a negative. So we did a Spanish ad, and they basically put me as a fluent Spanish speaker. We couldn’t run it because it was too good. It was disingenuous, right?
Jeremy Corray 18:39
Okay,I was just like, it was just so good.
Seth Price 18:42
Yeah, right.
Jeremy Corray 18:43
That’s how I would feel about AI Seth. Now let me say, if, for instance
Seth Price 18:47
you’re doing it and it’s look you could also, that would be the that would be the whole point of it is that, you know, showing that if you embrace it, no, as opposed to just saying, You’re not saying, Hey, this is real. I’m fooling you. But if you just said, Hey, this is, this is your AI lawyer, you know, right? That exact guy’s good that. Imagine when we hit the courtroom.
Jeremy Corray 19:10
See, I like that. And that’s what we’ve done with Tim Miley, where we’ve, you know, we end with lines like there’s nothing artificial about the intelligence of Miley. We do some of that for Jim Onder as well, where you’re winking at the camera. What I love to do, let’s just say you have a, I don’t know, a office mascot, or something that, perhaps is a dog mascot, you know, or did something like this, where Scout you showed who’s the boss around there exactly.
Seth Price 19:38
That’s, that’s the because to me, I’m like, How the hell do you differentiate? This is the type of stuff that goes viral,
Jeremy Corray 19:45
yeah? And I think the cadence of it Seth, we’ve been doing some different work for other areas, and car shield as a client of ours. And we’ve been experimenting of what you know, they’re known for, ice, T and ric, flair, what do virtual spokes? People look like, could there be, you know, an armadillo animal that comes out and does something? So get it out faster and have more cadence.
Seth Price 20:09
Look at the Onder one. You just had two sports casters that you’d have to do, NIL deals to do real and instead you’re able to get words you could check the box and move on to the next thing you need to deal with.
Jeremy Corray 20:20
That’s exactly right. Yeah, that’s exactly right. And I’ll show you a hybrid approach here that was very successful for Tim Miley. It speaks to your point around, you know, being in on the joke. And this is a hyper caffeinated executive played by myself, I typecast, and the lovely Sarah Hill from Brown and Crouppen, who stepped in when my co star didn’t make it, but I’ll show you this example of a little tongue in cheek and kind of what you’re describing as far as having a good time with AI and turning it on his head, and has been a huge hit for Tim. “Miley Legal in our office. Now we have what I call artificial intelligence so hot right now we can have Tim riding a tiger shirtless, of course. I mean, he’s got to be shirtless, right? Because that’s how you go viral. You’re walking into the insurance company. They’re scared of the tiger, right? All other attorneys, they’re just kittens, compared to Miley Legal, the Tiger King. Can we use Tiger King? Can check with legal? I think we need some more ideas. Okay, we can pivot. skip the AI, and call Miley legal today. What’s a Wi Fi password?” Folks have been loving that one. And I got to tell you, set up my dream with Tim.
Seth Price 21:25
You know, what. Is it the greatest thing ever? Maybe, maybe not, but it gets people talking. It’s different, and you’re ahead of the curve.
Jeremy Corray 21:32
And we have six of them in the can that we can film in one day. And for instance, I always wanted to do a campaign with him. Tim is the tiger, right? Tim Miley the tiger. And I always want to do, Hire the Tiger. And I looked into licensing, you know, Eye of the Tiger, and going and filming, well, we were able to do a, I’ll say rocky parody ad for him using AI, and it came off great. And I want you to tell me how much you think this commercial would cost if we filmed it for Rita. “Okay, Miley legal, we have another idea. Hire the Tiger. Picture yourself Tim running through the streets of West Virginia. You’re training for the big fight with the insurance company. You’re bunching bags of meat. You’re in the ring fighting for your client, becoming that big verdict champion. You say, Yo Susan We did it. I’m not sure we can legally do that. Okay? We can check with legal. if your insurance case is a bit rocky, call Miley legal today.” having a blast with that. People are literally coming up to Susan inside grocery stores and saying, yo, Susan, we did it. So it just shows you the creativity.
Seth Price 22:38
I love it,
Jeremy Corray 22:38
that we can absolutely blast out of there. I know. I’m gonna tell Mike Morris, like here, just copy this. Just use it. That’s a real fun format that I think AI is such shorthand right now for fake, you know, and sort of, but I’m telling you, there’s so much creativity. The true filmmakers and creators understand that this is a tool in the toolbox that’s not meant to replicate things. But I think it one’s like the custom testimonials. And I think what can you do in AI, for the recreation, for things that inspire, that show their story, to DH, to show folks what their life was like before this accident, to show, you, know, some of the impact. So it’s I’ve never been in a more exciting time. I think you know,
Seth Price 23:14
because you’ve gone from being a creative guy to not just being creative but having the tools to do things, whatever’s in that beautiful mind of yours, to put it out there the way that before, people like, yeah, yeah, that’s great. But I don’t budget now. You’re like, don’t want to cost too much.
Jeremy Corray 23:30
Yeah, we ran into that and things a lot. Of course, we do, you know, and that’s never going to replace what we did an amazing campaign for Morgan Law Group there, out of Florida, Thomas Morgan Jr shot in front of an LED wall head Zeus. Love the ads, and that’s something you’d never want to replicate. But then there are ways of, can we use Zeus with some of their, you know, Miami sports deals in there? So it’s just as a way to extend the campaigns. I encourage folks, though I hear a lot of firms are like, Yeah, I got my video editor. He’s looking into AI. We have a whole team that works on this stuff. The technology changes so fast, you definitely have to dedicate some folks to do that. We’ll be happy to talk to anybody about it in our learning sessions, because it’s fun to share knowledge. But I think we can really raise the game on a lot of legal marketing using AI.
Seth Price 24:13
I I can’t get enough of those talking baby things. I don’t know if you’ve seen them on.
Jeremy Corray 24:17
No, right? That’s what we’re seeing, different genres, and we’ve experimented with those with Onder, you know, under you see the.
Seth Price 24:23
You see babies talking about what they’re gonna do after an accident, and if somebody just stops what they’re doing.
Jeremy Corray 24:36
Some fun stuff. Yeah, DM is doing great. We’ll send you over Scout. We got some notes on Scout. Ai Scout to take over and watch out. Seth. Scout will be hosting this podcast before too long.
Seth Price 24:47
Jeremy, I can’t wait to see you next. Thank you so much for your time today. This has been great. Jeremy from Coolfire Studios they are all over this stuff. Always the most creative guys in the space. And now, I am just excited to see what you guys, you know, the next steps for you and for all this so guys, this, that’s going to do it for us today. But can’t wait for Jeremy to come back and, more importantly, see on the road, and, you know, can’t wait to see the we’ll make sure that we get some of the scout videos, interesting spurs into this podcast.
Jeremy Corray 25:23
Let’s get them going, and Seth is always the nicest guy in the room. Thank you.
Seth Price 25:27
Thank you, guys.
BluShark Digital 25:28
Thank you for tuning in to the SEO Insider with Seth Price. Be sure to check back next week for fresh insights into building your brand’s online presence. Episodes are available to stream directly on BluShark Digital’s website.
