Digital "Double Hatters": Augmenting Audiovisual Creative Work with a Generative Text-to-Video Workflow

Abstract

Generative AI is transforming work for creative professionals. Text-to-image and text-to-video tools provide alternative methods for visual content creation, circumventing the traditional workflows creative professionals have developed. This transformation raises the pressing question of whether these new generative workflows will augment or supplant creative work. To investigate this question, we introduce Generative Disco, a text-to-video system for music visualization, and use it as a technology probe for creative professionals who freelance audiovisual work. In a mixed-methods study (n=12), we observe that professionals found Generative Disco easy to use, highly expressive, and capable of supporting many professional use cases. Its generative workflow enabled professionals to become digital "double hatters", expanding their creative range into adjacent domains. We conclude on how creatives can benefit from this new means of skill mobility.