Limited Supply Podcast Summary

Episode: Season 12, Episode 2: Getting Creative In a Hard Field
Host: Nik Sharma
Guest: Andrew Deutsch, Creative Director at Breeze
Release Date: April 16, 2025

Introduction

In Season 12, Episode 2 of Limited Supply, host Nik Sharma engages in a candid conversation with Andrew Deutsch, the Creative Director at Breeze, a rapidly growing feel-good tonics brand. The episode delves into the intricacies of building and managing a creative team in the challenging beverage Direct-to-Consumer (DTC) space, the integration of 3D renders and AI tools in creative workflows, and strategies for balancing aesthetic appeal with direct response objectives.

Guest Background

[02:12] Andrew Deutsch:
Andrew introduces himself, highlighting his extensive experience in the podcasting world, having hosted around 300 podcasts. He shares his journey to Breeze, where he joined in Q4 of the previous year, bringing with him a robust background in consulting for DTC brands and agencies. Prior to Breeze, Andrew honed his skills in a marketing agency focused on DTC brands and gained significant experience in videography, content creation, and editing.

Creative Team Structure and Philosophy

[03:34] Nick Sharma:
Nik initiates the discussion by asking Andrew about the creative team's setup, especially considering the diverse needs of a beverage brand that operates across various channels like retail, activations, organic social, email, and paid media.

[03:57] Andrew Deutsch:
Andrew emphasizes the importance of 3D renders in Breeze’s creative process. He explains, “We’ve been a very design-forward brand... our foundation really is in that 3D side and really dreaming up exactly what we want from a visual standpoint.” This approach allows Breeze to meticulously plan their visual assets before bringing them to life physically, bridging the gap between imagination and tangible products.

Integration of 3D Renders and AI in Workflows

[05:30] Nick Sharma:
Nik acknowledges the challenges in the beverage category, noting its complexity due to the heavy nature of products and stringent regulations. He inquires about Breeze’s use of AI tools like ChatGPT in their 3D rendering workflows.

[06:07] Andrew Deutsch:
Andrew discusses their gradual incorporation of AI, aiming to create a more efficient pipeline. He states, “We’re still dealing with weird things with text and stuff... we still probably are going to need someone who knows what they're doing.” While Breeze leverages AI to augment design capabilities, especially for team members who may lack advanced design skills, they recognize the necessity of human expertise for fine-tuning and achieving high-quality results.

Balancing Aesthetics with Direct Response

[10:05] Nick Sharma:
Nik explores the potential of AI in optimizing ad creatives by referencing a workflow where AI could generate multiple ad variations based on historical performance data.

[10:36] Andrew Deutsch:
Andrew agrees but notes that true creativity goes beyond aesthetics. He comments, “Creators are freaking out... I just see it as another tool in my tool belt.” While AI enhances efficiency, the essence of creativity—like adding humor or crafting compelling narratives—remains a human-centric endeavor.

Team Organization and Tools

[11:16] Andrew Deutsch:
Andrew elaborates on Breeze’s team structure, highlighting the role of their main designer who oversees the brand’s visual vision and 3D assets. He emphasizes the creation of asset libraries to enable team members of varying skill levels to access and utilize pre-designed elements effectively. This strategy ensures consistency and efficiency across different types of content, from packaging to ads.

[16:18] Andrew Deutsch:
Regarding design tools, Andrew mentions the use of Figma for email graphics and allows designers the flexibility to work with platforms they are most comfortable with, provided they integrate seamlessly with the team’s workflow.

Content Creation Costs and Strategy

[27:52] Andrew Deutsch:
When asked about the cost of photoshoots and video shoots, Andrew shares insights into Breeze’s approach. He contrasts the Hollywood model, which involves extensive personnel and high costs, with a more efficient, streamlined approach. Andrew suggests that a few thousand dollars for a one-day shoot can yield substantial content, emphasizing the value of investing in high-quality, usable assets over overly expensive productions.

[30:38] Andrew Deutsch:
He further discusses the impact of AI tools on the creative workforce, believing that “the cream of the crop” will rise to the top, distinguishing those who provide genuine value from those who do not.

Inspiration and Creativity

[24:30] Andrew Deutsch:
Andrew shares his approach to sourcing inspiration for new ads, advocating for a cross-industry perspective. He references the philosophy from the book Steal Like an Artist, stating, “Creativity is like taking something unfamiliar and mixing it with something that's familiar.” By drawing inspiration from diverse niches—such as skincare or footwear—Breeze ensures their creative strategies remain unique and not merely derivative of direct competitors.

[26:06] Andrew Deutsch:
He also mentions using Cosmos, a curated mood board tool, and maintaining internal team chats on platforms like Instagram to share and discuss innovative ad examples, ensuring that Breeze stays ahead of algorithm-driven content traps.

Future of AI in Creative Processes

[14:00] Andrew Deutsch:
Andrew envisions a future where AI can automate significant portions of the creative process, such as generating vlogs from raw footage or assembling ad content from a repository of high-quality clips. However, he underscores the importance of human input in refining and directing these AI-generated assets to align with brand objectives.

[25:36] Andrew Deutsch:
He reflects on the evolving landscape, pondering what will distinguish good from great as AI tools become more ubiquitous. Andrew remains optimistic, viewing AI as an enhancement rather than a replacement, facilitating greater creative output and efficiency.

Conclusion

As the episode wraps up, Nik and Andrew touch upon the challenges and opportunities presented by AI in creative workflows, the importance of strategic team structuring, and the balance between aesthetic appeal and direct response in content creation. Andrew provides his contact information for listeners interested in further discussions.

Contact Information:

• LinkedIn: Andrew Brees
• Instagram: @AndrewDeitsch

[32:46] Nick Sharma:
Nik encourages listeners to connect with Andrew and stay tuned for future episodes that continue to cut through the noise in the CPG, retail, and e-commerce sectors.

Notable Quotes

• Andrew Deutsch [06:07]: “We’re still dealing with weird things with text and stuff... we still probably are going to need someone who knows what they're doing and who has the skills.”
• Andrew Deutsch [10:05]: “I see it as another tool in my tool belt... anyone who's not integrating that stuff is really just getting left in the dust.”
• Andrew Deutsch [16:18]: “I like to let them do whatever they're most comfortable with... as long as they can get the job done and they can work within the team.”
• Andrew Deutsch [24:30]: “Steal like an artist... taking something maybe from a cool skincare brand or a cool shoe brand and then making a unique twist on it.”
• Andrew Deutsch [30:38]: “People that are actually worth the money versus someone that really doesn't.”

This episode offers valuable insights into the strategic management of creative teams within the DTC beverage industry, the integration of advanced technologies like AI and 3D rendering in workflows, and the evolving landscape of content creation cost-effectiveness and creativity. Andrew Deutsch’s experiences and perspectives provide actionable takeaways for brands aiming to enhance their creative processes and maintain competitive edge in a challenging market.