Edisen Video Intelligence
Studio
Edisen • TONIK+
Type
AI/ML Product
Client/Parner
Role
Creative Director • Product Designer • Product Manager
The Challenge
Help creative teams understand why video content performs, or doesn't, not just how it performs
EVI used computer vision and performance analytics to evaluate video content, identifying moments most likely to capture audience attention and recommending high-performing scenes for short-form advertising. While the underlying technology could analyze thousands of creative signals, the real challenge was translating that intelligence into an experience creative and marketing teams could understand, trust, and act on.
Marketing teams needed more than performance metrics, they needed visibility into why content was working or wasn't. On top of that, workflows that accelerated production without disrupting established creative processes.
My Role
Designing AI-powered workflows that complemented human creativity
As Creative Director and Lead Designer, I partnered with leadership, engineering, and data science to transform complex AI analysis into intuitive analysis and workflows for editors and marketers. My work spanned content analysis, output review, editing workflows, reporting, and creative automation, ensuring the platform supported both rapid decision-making and professional creative production.
Rather than replacing editors, the experience was designed to automate repetitive work while guiding creative decision making in the hands of the people making the final decisions.
Collaboration
Connecting AI, engineering, and creative production
Designing EVI required continuous collaboration across engineering and data science teams, a team of less than a dozen. As new computer vision capabilities emerged, we worked together to translate analysis outputs into interfaces that felt understandable and actionable for users without requiring them to understand the underlying models.
Prototypes, client and user feedback, and close collaboration with editors helped shape workflows that fit naturally into existing production pipelines while introducing entirely new capabilities and production methods.
Design Principles
Principles that guided every decision
Support creative judgment
AI should accelerate decision-making and validate creative judgement, not replace it.
Make analysis data explainable and trustworthy
Users needed to understand why scenes were selected before trusting the results.
Reduce production friction.
Automate repetitive editing tasks while preserving flexibility for final creative decisions.
Fit existing workflows.
The platform needed to integrate naturally with professional editing tools rather than forcing teams to adopt entirely new processes.
Key Design Decisions
Designing for trust, not automation
Designing for trust, not automation
Marketing teams needed context and transparency before incorporating automated suggestions into their campaigns. EVI prioritized explainability, allowing users to review scene analysis, compare recommendations, and make informed creative decisions rather than blindly accepting AI output.
Simply put, EVI optimized decision making by predicting what content would work from a large, validated data set, not just churn out creative variations for A/B testing.
Accelerating production without replacing editors, but integrating with their workflows
Rather than generating finished ads, EVI automated approximately 60–75% of the production workflow by identifying scenes, assembling rough edits, and exporting editable Adobe Premiere Pro and After Effects project files. Editors retained complete creative control while spending significantly less time on repetitive assembly work. This allowed for subtle narrative, audio, title treatment, and CTA tweaks.
Turning analytics into creative strategy
Beyond automating edits, the platform surfaced performance insights across audience segments, creative variations, and campaign results. These insights helped marketing teams understand which content resonated with specific demographics, why, and then informed both future creative production and media investment strategies.
Impact
A&E • Amazon Studios • Cox Communications • Danone • Focus Features • Fox • GMC • Lionsgate • NBC Universal • P&G • Paramount • Signet • Univision • Yuengling
By combining computer vision, AI-assisted editing, and campaign analytics, EVI helped creative teams move from instinct-driven decisions to evidence-informed creative production.
Automated 60–75% of the video editing workflow by generating editable project files for professional editors.
Identified high-performing scenes using computer vision and user retention analysis.
Enabled rapid A/B testing against baseline creative to validate AI-assisted edits across various campaign KPIs.
Provided actionable insights into audience behavior, creative performance, and demographic engagement to inform future campaigns and media investment.
Terminator: Dark Fate
Our first campaign at real scale turned into a long-term partnership with Paramount — TONIK+ was engaged to analyze two (2) trailers and a Comic-Con featurette for Terminator: Dark Fate to determine which scenes, objects, themes and characters would drive organic and paid media performance. The insights gathered informed creative remixes for four (4) targeted audiences across Facebook and Instagram. The goal was to increase awareness and drive ticket sales.
Overall vs A/B tested non-EVI ads
Top 3 performing ads driving clicks were EVI ads
Clicks over baseline for best performing EVI ads +381%
EVI ads surpassed client baseline +112% vs A/B tested non-EVI ads +31%
EVI Added Value (Clicks per $1k Spend) +43%
Love & Monsters
TONIK+ acted as an extension of the marketing and media teams by providing always-on analysis of Love And Monsters digital and physical release promotional videos, giving insights about what parts of content were resonating best and turning those into new assets for use across Facebook, Instagram, and Snapchat.
EVI Content outperformed original baseline content across all measured KPI's
Instagram Video Completions +25%
Snapchat Video Views + 12%
Snapchat Click-through +17%
Snapchat Video Completion Rate +41%
Snapchat Video Completion +59%
Instagram Video Views +12%
Good Boys
The Ask - Analyze paid media performance of the Good Boys green-band and red-band trailers targeting A13-34 and R-Rated Comedy Enthusiasts.
Driving insights from our analysis, we were tasked to create informed, remixed assets for ticketing testing on Facebook.
7 of top 10 performing ads were EVI ads
EVI outperformed Universal's content by 7% in View Rate and 32% in Video Completion Rate
EVI ads outperformed overall baseline by 37% in showtime lookups
Top EVI ad showtime lookups +72%
Reflection
Great creative tools don't replace creativity, they remove friction
Designing EVI changed how I think about AI-assisted products. The goal was never to automate creative decision-making; it was to give editors and marketers better information, reduce repetitive production work, and create more space for human judgment where it mattered most.
The project reinforced a principle I still carry forward: the best AI experiences aren't the ones that make decisions for people, they're the ones that help people make better decisions with greater confidence.
TEAM CREDITS
Creative Direction
Matt Webster
Product Design
Matt Webster
Product Management
Matt Webster • Chris Graham
Development
Shaun Collins • Garrett Davis
Data Science
Bryan Williams