Fast Hours20 Year Creative Vet Sold Golden Wolf to Doodles, Then Went All-In on AI (feat. Ingi Erlingsson)
After 20 years in creative, building Golden Wolf and selling it to Doodles, Ingi Erlingsson went deep on AI to start a new chapter at his company, SYSTMS.Ingi has spent two decades making work for brands including Nike, Adidas, Jordan, Disney, Netflix, Coca-Cola, and Cartoon Network. He built Golden Wolf from the ground up, sold the studio to Doodles, became Doodles’ Chief Content Officer, and now builds custom AI creative systems at SYSTMS.So naturally, Drew and Rory spend half the episode staring at his ComfyUI graphs wondering what the hell is happening.Ingi breaks down how he actually works with AI: custom ComfyUI nodes, LoRAs, agents, model fine-tuning, Wan 2.2, Krea 2, GPT 2.5, After Effects, transition models, and the reusable systems behind his visual work. The conversation also gets into creative control, originality, attention, open source, prompt hunting, and why experienced creatives may have an advantage as AI gets more capable.More importantly, Ingi explains why the goal matters more than the prompt, why rapid iteration changes the creative process, and why giving AI more capability does not automatically mean giving it more creative decisions.#GenerativeAI #ComfyUI #AICreative #creativedirector ---⏱️ Fast Hour00:00 Who is Ingi Erlingsson?02:58 How much creative freedom do top brands give?05:56 How do studios get hired for their style?10:59 What did Doodles teach Ingi about brand work?13:05 How do you turn attention into recognition?18:13 How does Ingi build his signature AI style?26:13 Why does AI make experimentation cheaper?29:01 How do AI and After Effects work together?30:20 Why did Ingi move into ComfyUI?31:42 What hardware does Ingi use for ComfyUI?34:34 What does ComfyUI let you control?38:33 How does Ingi create tracked AI graphics?42:05 How do you build custom ComfyUI nodes?47:11 How does Ingi combine fine-tuned AI models?51:09 How should you train a style LoRA?55:13 What should a video LoRA learn?58:50 How much creative control should you keep?1:01:04 Do AI videos need longer generations?1:07:28 How can open-source AI sustain itself?1:11:31 What did Doodles and Web3 teach him about AI?1:15:01 How does viral content connect to X payouts?1:17:42 AI critics keep moving the goalposts1:19:12 How do bots expose themselves in replies?1:21:48 How does AI search surface a local business?1:24:04 Why do comment-for-workflow posts spread?1:25:42 What should young creatives learn now?1:28:23 What should AI creatives get good at?1:32:15 Do creatives still need to collect prompts?1:32:54 How did Ingi end up working on DuckTales?1:36:12 Who gets the Fast Hours sign-off?---🔗 Links Ingi's X: https://x.com/ingi_erlingssonIngi's Instagram: https://www.instagram.com/ingi.ai/Ingi's company (SYSTMS): https://www.systms.ai/