Iklan Raya A.I.dilfitri
10. Craft Kancils [10.3a Production Design/Art Direction: Single]
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Links:
https://www.youtube.com/watch?v=jFyPHIV7GnA
Product/Service:
Julie's Love Letters
Client:
Julie's Manufacturing Sdn Bhd.
Brief:
We wanted to help Julie's uphold their yearly Raya tradition of telling stories about equality and empowerment, but in a current yet unlikely space: Artificial Intelligence.
Solution:
We achieved this by creating a 7-minute film, focused on the biases of AI. The story follows the attempts by a Julie's client and two marketing professionals to create a Raya commercial using a fictional A.I. chatbot: ADGPT.
From scenarios inspired by actual prompts, we made a genre-bending, meta film that breaks the wall multiple times to reveal a story within a story within a story. From the overly-vibrant and artificial-looking 'AdGPT prompt kampungs', the cold grey marketing office, to the surreal yellow and green-toned 'AdGPT backend fields', viewers are taken to different 'worlds' within the Julie's universe (or should we say, multiverse).
Our production design also drew reference and inspiration from several pop culture influences like '2001: A Space Odyssey', 'Matrix', "The Creator" and 'Being John Malkovich' to create that futuristic fictional world befitting of this wacky tale.
Finally, we also threw in quirky little Julie's Easter egg
