Discover how BBH Singapore’s CCO teamed up with AI, and his kids, to create a Minecraft-inspired music video from home. 

Sometimes the most interesting creative projects don’t come from a boardroom or a studio, they come from late-night experiments at home. That’s exactly how Sascha Kuntze, Chief Creative Officer of BBH Singapore, decided to spend his “Batman hours” exploring music, AI, and Minecraft. The result? A fully produced AI-assisted music video, directed in collaboration with his three kids, who served as the ultimate Minecraft consultants.

What started as a test in AI-powered music production quickly turned visual. And of course, if your kids live and breathe Minecraft, there’s no better world to build in. Every detail in the final cut was vetted for authenticity, piglins, zombies, ghasts, and rangers all make appearances, making sure the blocky universe felt right at home with the lore of the game.

For him, the creative process wasn’t so different from his day job. It was still about briefing, iterating, and curating. But instead of managing designers or animators, he was prompting algorithms, steering their output, and letting chance discoveries shape the project in new ways. The dynamic was familiar yet completely new, blending the discipline of creative direction with the unpredictability of AI.

The result is a vibrant tribute to Minecraft, a mashup of professional craft, machine assistance, and the unfiltered imagination of kids who know the game better than anyone. It’s also a reminder that some of the best creative experiments happen when boundaries blur, between work and play, between tools and intuition, between generations.

As someone who has a nine-year-old Minecraft lover at home, I can’t wait to share this with him. Projects like this prove just how much fun design and storytelling can be when you invite kids into the process and let curiosity lead.

Watch the full “Sam Not Sam - Nether say Nether (Official Music Video)

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