January 1, 2025

2024 Year in Review

Jason Zada reflects on a whirlwind year (Dec 2023–Dec 2024) at Secret Level, chronicling landmark projects—from a viral AI-generated Adidas spec ad to The Heist and Fade Out shorts that captured global attention via Veo 2.

In a desert, a man is positioned amidst a large plume of smoke billowing from the ground.

The company launched innovative campaigns like the Washington Lottery TV spot with AI-driven content and mobile engagement, rolled out “Dream With Us” (a generative AI/live-action hybrid), and debuted the AI-driven Intel Vision 2024 DJ. Highlights include the touching Girls Inc. PSA, the debut of The Wood Fuzzles pilot series, the high-energy Black Eyed Peas trailer for their Las Vegas residency, and the emotionally powerful AI short Mneomanade. Their generative remix of Coca‑Cola’s “Holidays Are Coming” made waves globally. December saw leadership growth with Eric Shamlin joining as CEO and the release of “A Very AI Yule Log” alongside the Christmas from the Void album. With Veo 2’s viral impact and an expanded Originals slate, 2025 is already shaping up to be their boldest year yet—doubling down on generative AI storytelling leadership.

Link to the Medium article.

Recent News

January 5, 2026

Introducing Secret Level Academy

Today marks a big moment for us. After the last couple of years building, shipping, experimenting, breaking things, fixing them, and doing it all again, we’re officially launching Secret Level Academy. And honestly, it feels like the start of a brand-new chapter. From day one, Secret Level has been about doing the work, not just talking about it. We’ve been building films, campaigns, music videos, and story worlds across television, movies, advertising, and culture using modern AI and hybrid production workflows. Along the way, one thing became very clear: there wasn’t anything out there we felt comfortable pointing working professionals to if they wanted to learn how to do this at the level the industry actually demands. So we decided to build it ourselves. Secret Level Academy was created for people already working in film, TV, and advertising who want to understand how AI fits into real production. Not theory. Not hype. Not tool demos. This is about craft, taste, storytelling, and execution. It’s about showing how we actually work, what we’ve learned the hard way, and how to move through the entire pipeline with intention. The goal is simple: teach professionals how to do what we do, the right way. Teaching has always been part of our DNA. Every project we take on forces us to learn, adapt, and refine our approach. Over time, we realized those lessons shouldn’t live only inside our studio. The industry is changing fast, and the people who thrive will be the ones who understand both traditional craft and modern tools. The Academy is our way of helping train the next evolution of creators and filmmakers who can lead, not just keep up. Alongside the Academy, we’re also launching Level Up, our alumni community. This is a private space for graduates to share work, give and receive thoughtful feedback, stay current on emerging tools and best practices, and connect with peers who are building at a high level. It’s also a place where opportunities live. We’ll be looking here first when we’re hiring, staffing projects, or bringing new collaborators into the Secret Level ecosystem. We’re announcing all of this today from CES, which feels fitting. I’ll be speaking on a panel today, and Christina Lee Storm will also be on stage, continuing the conversation around cinematic storytelling, technology, and where the industry is headed. Between the Academy launch, our presence at CES, and the conversations happening this week, it feels like everything is converging at once. We’re also launching a brand-new Secret Level website today. New look, new clarity, new chapter. It reflects where we are now and where we’re going next. This isn’t just an education announcement. It’s a commitment. To doing the work responsibly. To helping shape the conversation in Hollywood and advertising. And to making sure the next wave of creators has access to real knowledge, real process, and real standards. We couldn’t be more excited about what’s ahead. This truly feels like a new era for Secret Level. Welcome to it.

Secret Level Is an AI-Native Entertainment Studio Creating Films, Series, and Brand Worlds With Hollywood Craftsmanship, at the Speed of Culture.

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