Inside agency OK Future’s AI ‘pressure cooker’ experiment with Goodwipes

When former MullenLowe U.S. CEO Frank Cartagena set out to launch his own creative shop, OK Future, he wanted to test how much generative AI would allow his small agency of four people to punch above its weight.

That answer came fast with the newly launched agency’s first bit of work for Goodwipes — ”Meet Asstra,” Goodwipes’ spoof of OpenAI’s commercial for its AI model Astra. With generative AI tools, the social media spot went from concept to execution in just four days and curbed the projected $700,000 production costs.

The personal hygiene brand’s post drove more than 750,000 views on Reddit. The social campaign was proof of concept for future clients with Liquid Death among them, but the highs and lows of an AI-powered campaign came into focus.

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‘There’s nothing wrong with being a heritage brand’: How Revlon is updating its image by looking to the past

This story was first published by Digiday sibling Glossy

As an 87-year-old brand, Revlon needed to do more than just reintroduce itself to a new generation of beauty consumers. 

“We needed to reintroduce ourselves to not just a next generation of consumers, but we had to reintroduce ourselves to our existing consumers. We had been quiet,” said Dana Medema, Revlon’s president of North America, while speaking at the 2026 Advertising Week conference. 

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