• 

• 

• 

• 

• 

• 

• 

• 

Dhruv brings deep product and automation expertise from TMX and Deloitte Digital, while Henrique blends creative direction and AI-driven storytelling from Rip Curl and multiple ventures—together bridging product precision with creative innovation.

🎬 Director Labs — Built with 12Labs, Claude, and 11Labs

🧠 Inspiration

Our team at Zuri has been obsessed with one concept for years: content velocity — how fast brands can create, adapt, and ship new content without sacrificing quality.
When we saw that 12Labs was hosting a hackathon centered around the same challenge, we immediately knew we had to participate.

Zuri already works to streamline the creative workflow for marketers and agencies, so this hackathon became both an exploration and extension of our product.
We wanted to see how deep video intelligence could go, and how tools like 12Labs could redefine what “repurposing content” actually means.

---

⚙️ How We Built It

Director Labs has two major components:

1. Long-Form Ad Analyzer → Short-Form Generator

We built a system that:

1. Takes long-form ad videos and runs them through 12Labs’ video understanding API to extract deep semantic insights.
   
2. Feeds that data into Claude (Sonnet + Haiku) to identify ideal short-form moments — not just to clip them, but to restructure a narrative that performs better on TikTok or Instagram.
   
3. Produces a five-category scoring system to evaluate each clip across both platforms:
   • Engagement potential
     
   • Visual dynamism
     
   • Auditory clarity
     
   • Narrative hook
     
   • Emotional resonance
     

The results are visualized in a dashboard showing:

• Sentiment breakdown
  
• Suggested timestamps
  
• Visual & audio improvement recommendations
  

The total score for each clip is calculated as:

$$ \text{Score}{\text{total}} = \frac{1}{5} \sum{i=1}^{5} S_i $$

where ( S_i ) represents each scoring category.

---

2. Timeline Sequencer & Auto-Narrator

The second component lets users drop in any set of B-roll clips.

1. 12Labs analyzes each clip and sends structured metadata to Claude, which has been prompted to determine a logical narrative sequence.
   
2. Claude then writes a script and defines a thematic direction for the sequence.
   
3. Using 11Labs, users can instantly generate:
   • Voiceovers 🎙️
     
   • Music 🎵
     
   • Sound effects 🔊
     

The result is a ready-to-export short film built entirely from unused content.

Stack Overview:

• Backend: Express.js
  
• Frontend: Node.js with dynamic routing
  
• APIs: 12Labs, Claude (Anthropic), 11Labs
  
• Data Handling: Multi-endpoint pipeline for summaries, tagging, and clip scoring

---

💡 What We Learned

• GPU constraints are a major bottleneck for web-based rendering. Efficient proxy workflows are essential when generating or re-sequencing large video sets.
  
• 12Labs’ video intelligence offers incredible potential for contextual creative tools — not just for indexing or search, but for storytelling.
  
• On a personal level, this project helped us better understand how AI orchestration can transform from utility to creativity — a key lesson for Zuri’s next phase.

---

🚧 Challenges We Faced

1. Scope Drift:
   We initially built beyond the hackathon’s defined scope, creating a full workflow engine. Midway through, we had to refocus on long-form ad analysis while still demonstrating our broader vision.

2. API Coordination:
   Managing data flow between three separate AI services (12Labs, Claude, and 11Labs) required thoughtful orchestration and prompt design to maintain consistent metadata.

3. Rendering Limitations:
   Integrating GPU-heavy processes into a lightweight demo environment proved difficult — but it also pushed us to architect more scalable backend solutions.

---

🏆 Outcome

By the end of the hackathon:

• We shot and edited a demo ad using Director Labs itself.
  
• We proved the potential of multi-AI creative orchestration.
  
• We mapped the next iteration of Zuri’s production toolset, which will include Director Labs as a built-in module.

Director Labs isn’t just a hackathon project — it’s the prototype for the next evolution of Zuri’s creative engine.

Built With

• claude
• elevenlabs
• javascript
• twelvelabs