JOEY DIRECTED THE FIRST AI GENERATED SUPER BOWL COMMERCIAL FOR BODY ARMOR. AI AS A TOOL LET HIM GENERATE JOKES LIKE TAYLOR SWIFT WAS A KEY PLAYER THEN END IT ALL WITH THE ICONIC GATORADE DUNK. HE DIDN’T USE AI JUST BECAUSE IT EXISTS NOW (HE ALSO EMPLOYED LOTS OF REAL ARTISTS) BUT TO TELL THE STORY ABOUT HOW BODY ARMOR’S REAL INGREDIENTS ARE BETTER THAN OTHER SPORTS DRINKS’ ARTIFICIAL INGREDIENTS.