At this stage of the startup, “AI allows for creation of those types of assets at scale, so the churn can be a lot quicker,” Weaver explained. 

Despite its interest in AI, Overdrive isn’t abandoning its human-fueled creative pursuits, either. It works with a team of talent including creative directors, video producers and editors, designers, and social media marketers, Weaver said, adding: “Part of the DNA of Overdrive is seeing ourselves as a media and content company.”

Last month, Overdrive released a 13-minute documentary called “The Plug,” which follows filmmaker Sam Hayes, a former opioid user, on a journey through Miami to uncover how fentanyl gets into the city’s drug supply. 

The film is reminiscent of a Vice documentary, with first-person narration and raw scenes capturing slices of real life. 

“The goal is for this to be a very digestible piece of content that can start to shine a little light on topics in the shadows through interesting characters and a participatory style,” Weaver said. 

He sees “The Plug” as a kind of “pilot” for Overdrive to create more entertainment that will ultimately help break down taboos and keep people safe. 

“Our fundamental belief as a brand is, this isn’t that scary to talk about,” Weaver said. “We’ve got to live in reality, talk about what’s happening in words that actually make sense to have that conversation. If we don’t, the only thing that wins there is the problem. How can we address it if we can’t even have a conversation about it?”