The Baker's Dozen · Workshop 3 · session plan
For the marketing, content and branding team. Two sessions, two hours each, on your own briefs and accounts. Hands-on from the first half hour.
Send us everything that defines The Baker's Dozen on paper: brand and voice documents, visual guidelines, past campaigns, anything you'd call the bible. If some of it only exists in someone's head, that's fine. Session 1 is where we start writing it down.
The gen media map, a brand voice that survives any typist, and a taste library the team owns.
Production day. Images, video, motion graphics, music and voice, all on real briefs.
Before making anything, the team builds the two assets that make AI output usable: a clear brand voice and a taste library. Along the way, the full map of what's out there.
The Baker's Dozen bible and the taste recipe book both exist by the end of the session, started by the people who'll live in them.
Cultivated AI recap Teach
The loop, the ladder, and the two principles that matter most here: never trust one machine, and always humanize.
The lay of the land, media edition Teach
Image, video, music and voice tools: who's good at what and what they cost. Then the deeper cut from Workshop 1: prompting is different per medium. An image prompt describes a scene. A video prompt is a shot list. A music prompt points at references. A post prompt is voice and audience. We prompt each one live.
Brand voice, and when to skip AI Hands-on
How to write a voice down so it survives whoever is typing. Then the sorting exercise: real examples of AI in marketing, good and bad, and the team argues over which is which. Out of that falls the list of jobs where AI shouldn't touch the work at all.
Start the bible and the recipe book Hands-on
Two documents get created in the room. The Baker's Dozen bible: what the brand is, sounds like, looks like. The taste recipe book: every time a prompt produces something you love, the prompt and settings go in. Both grow forever after today.
How these tools work, and what to pay for Teach
One simple mental model of how generation works, enough to know why results vary. Then pricing without the confusion: credits, subscriptions, and what's worth paying for at your volume.
De-slop, applied to the brand Hands-on
The tells of AI writing and AI images, and a kit that strips them out before anything ships. Everything the team generates from here on runs through it.
Production day. Every block ends with something made on a real brief: images, a clip, an overlay, a calendar that maintains itself.
The team leaves having produced real work with the tools, and knowing which steps of their week each tool now owns.
Claude as the back office Hands-on
Set up a content calendar Claude maintains: it drafts, schedules and keeps the pipeline visible. The team's single place to plan the week.
Images, in detail Hands-on
Real briefs from the team's actual queue. E-commerce tiles need clean, legible type, so they get a different tool than food photography and mood shots. Everyone generates, compares, and saves the winners into the recipe book.
Video, in detail Hands-on
What makes a generated clip feel great: subject, motion, camera, and where to cut before the seams show. We make a clip live on a brand brief and study it honestly.
Motion graphics and edits with Claude Code Hands-on
Overlays on real footage: titles, price tags, end cards. Plus the unglamorous wins: format conversions, edits and clipping, done by describing what you want. This is where Claude Code and Cowork earn their keep for a content team.
Music and voice Teach
Where generated music and voices fit, which tools to use, and where rights and disclosure get tricky for a brand.
Bonus: research and analysis Teach
Deep research, pointed at yourselves: what the internet and the answer engines say about The Baker's Dozen and its competitors, gathered while we watch.
Everything runs on the team's own accounts, so the work and the history stay with you.
Have video generation credits ready before Session 2. Live generation eats them fast.
The week between sessions is part of the workshop: everything made as homework goes through the voice kit.
Covers both sessions and the homework review in between. Tool subscriptions and video generation credits sit on your own accounts and are billed separately.