By day, Sascha Kuntze guides the creative vision for international agency, BBH Singapore. By night, he collaborates with AI and a panel of Minecraft experts (his kids) to bring a new musical world to life.

For Kuntze, the hours outside the office, what he calls his “Batman hours”, became a canvas for a different kind of project. A creatives have to create project that ventured into the rapidly evolving landscape of artificial intelligence not for a client campaign, but for a personal passion: making music. This exploration has just culminated in his first fully produced, AI-assisted music video, created entirely from his home…

… a testament to the new creative possibilities emerging when human ingenuity, artificial intelligence, and in this case the unfiltered imagination of childhood, work together.

The project began as an experiment in AI-powered music production, but quickly evolved into a visual undertaking. The video is a vibrant, blocky tribute to the world of Minecraft, a choice heavily influenced by his most trusted collaborators.

“My three kids were my creative consultants,” he explained.

To ensure the world felt authentic to its millions of fans, every visual element had to adhere to the game’s established lore. The final cut is a menagerie of familiar characters, meticulously vetted by his in-house experts.

“There are piglins, zombies, rangers, ghasts, you name it,” he added.

The creative process itself became a fascinating study in contrasts. The seasoned creative director found the workflow of guiding and refining ideas to be familiar territory.

“It was a journey not too dissimilar from our current workflow when producing anything creative,” he commented. “The core principles of briefing, iterating and curating remain constant.”

However, the collaboration with AI introduced a completely new dynamic. Instead of directing a team of artists, he was prompting an algorithm, steering its output, and discovering unexpected results that pushed the project in new directions. This blend of familiar strategy and novel execution made the experience totally different.

The result is a project born from professional expertise but fuelled by personal curiosity and family collaboration. It explores not only what the new tools can do, but how they can change the very nature of bringing an idea to life, proving that a great concept can be executed anywhere, even from a home office after the kids are in bed.