One of the big players in the AI space launched a global brand campaign at the end of September.
The campaign is made up of two videos, depicting what they want to call ‘everyday magic’ (by using it).
Two absolutely stunning videos, hats off to the ones that made it. Beautifully done, great direction, great cinematics, perfect color grading, projecting a warmth and an atmosphere the likes of which you only see in the nostalgic ads of another super corporation, one of the two big ones selling sugary carbonated water disguised as hopes and dreams.
And the real ‘everyday magic’ of it is that no part of the campaign is made using any of their products.
Every part of it is made by spending millions of dollars hiring some of the most talented and exceptional advertisers, creators, artists, videographers, directors. And to top it all of, it was also filmed on old-school 35mm film.
If you think of it, it’s kind of ironic when all they’ve been telling everyone thirstily is that their algorithms and generative AI are going to be the future of creativity and are going to replace all creatives, of course, all of it passing through the toll booth they’ve set up.
Honestly, there’s nothing more that says “trust in the digital future we’re trying to sell to you” than not using the actual products you are selling. It’s almost like knowing that your own product is only good enough (at best) to make some mediocre looking wallpapers for your desktop, all of it running only on hype.
Takeaway: Be wary of companies that aren’t “eating their own dog food” and if you want things done, pay a creative (whichever the type you need) to do it for you. If the type of creative you need is a designer, visit us on www.supersymmetric.eu and let’s build something together.
Artwork: The Cheat with the Ace of Clubs • Georges de la Tour