The rise of AI in advertising is undeniable, and the story of Max Kaplan, a 22-year-old AI creator, exemplifies this trend. His winning ExpressVPN ad, which will grace the digital billboards of Times Square during the FIFA World Cup 2026 Final, is a testament to the power of creativity and innovation in the digital age. But it's not just about the ad; it's about the journey and the potential impact on the future of advertising.
A Leap of Faith
Kaplan's journey into the world of AI video creation began with a simple curiosity. He noticed the growing popularity of AI-generated content, particularly the 'Bigfoot vlogs' that were taking the internet by storm. This sparked his interest, and he decided to take a leap of faith, leaving his premed studies and full-time job in dermatology to pursue AI video creation full-time. This decision, he admits, was a bit of a risk, as he had no background in directing.
"I started making AI videos when Google Veo 3 came out, and people were doing those Bigfoot vlogs," he said. "I thought, this seems fun. I want to learn it."
The Power of Collaboration
ExpressVPN's Big Ad Contest provided the perfect platform for Kaplan to showcase his skills. The contest, promoted through various channels, attracted over 20,000 registrations. It was a unique opportunity for ExpressVPN to put its ad space in the hands of creators, allowing them to bring their ideas to life in innovative ways.
"I spent the last few days watching all of the videos, and honestly, I was blown away," said Nuseir Yassin, founder of Nas Daily. "The creativity, the storytelling, and the imagination that creators put into these submissions made choosing a winner super difficult. AI is changing who gets to create, and this challenge proved it."
The Winning Idea
Kaplan's winning entry was the result of a meticulous process. He started with a lot of ideas, but one stood out: a tiny robot on your phone that protects you from scammers. This concept evolved into a more ambitious story, where the robot wasn't tiny and was actually fighting off scammers. He spent hours refining the script, ensuring it was solid before generating any content.
"I put the three briefs into an LLM and used it to explore a bunch of possible hooks," he said. "Most of them didn’t feel quite right, but one idea involved a tiny robot on your phone that protects you. That got me thinking: what if the robot wasn’t tiny, and what if it was actually fighting off scammers?"
The Future of Advertising
The contest and Kaplan's success highlight a broader trend in the advertising industry. As AI continues to advance, it is democratizing the creation process, allowing more people to participate and contribute their unique perspectives. This shift is not just about efficiency; it's about creativity and the power of collaboration.
"We all know that AI ads will be the future of paid advertising, but the Big Ad Contest was all about finding the creators who know how to use AI to bring their ideas to life in the most creative ways," said Erez Strauss, Creative Director at ExpressVPN. "We received lots of amazing ads, from a duck saving a penalty kick all the way to aliens trying to take over the human species."
A Memorable Experience
The prize for Kaplan is more than just a financial reward. It includes a trip to the FIFA World Cup Final, an experience that combines his love for sports and his newfound passion for AI video creation. This unique opportunity to have his work displayed in Times Square is a testament to the power of creativity and the potential for AI to shape the future of advertising.
"I grew up an American football fan, but I got really into the last World Cup, and I’ve been loving this one," he said. "It’s the best sporting event in the world. The culture, everything. It’s insane."
In conclusion, Max Kaplan's journey from a premed student to a Times Square ad creator is a fascinating tale of creativity, risk-taking, and the potential of AI in advertising. It serves as a reminder that innovation can come from unexpected places and that the future of advertising is being shaped by a diverse range of creators.
