Adam Kovic is a creative director and co-founder of Null+Void Creative. He spent a decade producing video content and brand campaigns for companies mostly owned or devoured by WarnerMedia.
In October 2007 I was a 22-year-old who got paid to stand inside a Halo 3 multiplayer lobby wearing a lava-red Recon helmet and tell people what happened in Halo that week. The show was called Inside Halo, later renamed to Inside Gaming. It ran on a website called Machinima.com. The "set" was a custom lobby. The "studio" was an empty LAN connection. My on-camera presence was a Spartan with no face. I was, functionally, a faceless YouTuber or V-tuber, a decade before that was a job description.
I thought I was making something special. I was, technically. But what I was actually doing was taking the work of about 200 engineers, artists, and designers at Bungie, repackaging the news cycle around their game, and feeding it back to people who had already bought the game. We added jokes, gags and whatever personality I could. None of that was nothing. But none of it was Halo, either.
It didn't require much, just an Xbox and some kind of recording device. Before I even knew what the word machinima was, I was capturing to a tiny handheld recorder with a VGA input instead of doing actual schoolwork. That's when I discovered that a bunch of people at a billion-dollar game studio worked overtime to add a feature so that other people could make silly videos and in turn promote their product.
That is the deal at the bottom of basically every fun thing I've ever made on the internet. Somebody else built the world. I moved the camera around inside it.
I want to call that slop. I think I have to.
The S-word
The word "slop" got formalized in May 2024 by a developer named Simon Willison, who said that just like spam became the term for unwanted email, slop should be the term for unwanted AI content. Merriam-Webster made it Word of the Year for 2025. The dictionary people had a moment of consensus, which never happens, which tells you how bad things had become.
The textbook definition is AI-generated, low-effort, mass-produced content that nobody asked for. Shrimp Jesus on Facebook. AI mukbangs. The Velvet Sundown, that fake psych-rock band that hit a million monthly Spotify listeners on Verified Artist status before quietly admitting in their bio that they were "a synthetic music project guided by human creative direction." The Glasgow Wonka disaster, where parents paid £35 to walk into a warehouse with one jelly bean per child and a guy in a top hat reading 15 pages of AI-generated nonsense about an evil chocolate maker called The Unknown who lives in the walls.
Adam Kovic is a creative director and co-founder of Null+Void Creative. He spent a decade producing video content and brand campaigns for companies mostly owned or devoured by WarnerMedia.
Adam Kovic is a creative director and co-founder of Null+Void Creative. He spent a decade producing video content and brand campaigns for companies mostly owned or devoured by WarnerMedia.
Writer, filmmaker, and co-founder of Null+Void Creative. Aaron's work covers culture, economics, and the occasional vintage Volkswagen. Media veteran and purpose-driven creative.
Adam Kovic is a creative director and co-founder of Null+Void Creative. He spent a decade producing video content and brand campaigns for companies mostly owned or devoured by WarnerMedia.
Writer, filmmaker, and co-founder of Null+Void Creative. Aaron's work covers culture, economics, and the occasional vintage Volkswagen. Media veteran and purpose-driven creative.
Writer, filmmaker, and co-founder of Null+Void Creative. Aaron's work covers culture, economics, and the occasional vintage Volkswagen. Media veteran and purpose-driven creative.
Adam Kovic is a creative director and co-founder of Null+Void Creative. He spent a decade producing video content and brand campaigns for companies mostly owned or devoured by WarnerMedia.
Adam Kovic is a creative director and co-founder of Null+Void Creative. He spent a decade producing video content and brand campaigns for companies mostly owned or devoured by WarnerMedia.
Adam Kovic is a creative director and co-founder of Null+Void Creative. He spent a decade producing video content and brand campaigns for companies mostly owned or devoured by WarnerMedia.
Writer, filmmaker, and co-founder of Null+Void Creative. Aaron's work covers culture, economics, and the occasional vintage Volkswagen. Media veteran and purpose-driven creative.
Adam Kovic is a creative director and co-founder of Null+Void Creative. He spent a decade producing video content and brand campaigns for companies mostly owned or devoured by WarnerMedia.
Adam Kovic is a creative director and co-founder of Null+Void Creative. He spent a decade producing video content and brand campaigns for companies mostly owned or devoured by WarnerMedia.
Adam Kovic is a creative director and co-founder of Null+Void Creative. He spent a decade producing video content and brand campaigns for companies mostly owned or devoured by WarnerMedia.
Adam Kovic is a creative director and co-founder of Null+Void Creative. He spent a decade producing video content and brand campaigns for companies mostly owned or devoured by WarnerMedia.
Writer, filmmaker, and co-founder of Null+Void Creative. Aaron's work covers culture, economics, and the occasional vintage Volkswagen. Media veteran and purpose-driven creative.
Adam Kovic is a creative director and co-founder of Null+Void Creative. He spent a decade producing video content and brand campaigns for companies mostly owned or devoured by WarnerMedia.
Writer, filmmaker, and co-founder of Null+Void Creative. Aaron's work covers culture, economics, and the occasional vintage Volkswagen. Media veteran and purpose-driven creative.
Writer, filmmaker, and co-founder of Null+Void Creative. Aaron's work covers culture, economics, and the occasional vintage Volkswagen. Media veteran and purpose-driven creative.
Adam Kovic is a creative director and co-founder of Null+Void Creative. He spent a decade producing video content and brand campaigns for companies mostly owned or devoured by WarnerMedia.
Adam Kovic is a creative director and co-founder of Null+Void Creative. He spent a decade producing video content and brand campaigns for companies mostly owned or devoured by WarnerMedia.
Adam Kovic is a creative director and co-founder of Null+Void Creative. He spent a decade producing video content and brand campaigns for companies mostly owned or devoured by WarnerMedia.
Writer, filmmaker, and co-founder of Null+Void Creative. Aaron's work covers culture, economics, and the occasional vintage Volkswagen. Media veteran and purpose-driven creative.
Adam Kovic is a creative director and co-founder of Null+Void Creative. He spent a decade producing video content and brand campaigns for companies mostly owned or devoured by WarnerMedia.
Writer, filmmaker, and co-founder of Null+Void Creative. Aaron's work covers culture, economics, and the occasional vintage Volkswagen. Media veteran and purpose-driven creative.
Writer, filmmaker, and co-founder of Null+Void Creative. Aaron's work covers culture, economics, and the occasional vintage Volkswagen. Media veteran and purpose-driven creative.
