AIDENTITI KITA
9. Craft Kancils [9.5a Visual Effects: Single]

Links:
https://www.youtube.com/watch?v=XfHbb_Is6sc
Product/Service:
Festive Campaign
Client:
TM
Brief:
TM, as a human-centred tech company, aims to democratise technology by creating access to everyday Malaysians. In celebration of Hari Kebangsaan and Hari Malaysia, how can we play our role in fostering unity through technology?
Solution:
Inspired by the nation's diversity of cultures, traditions and ethnicities, AIDENTITI KITA is a platform that enables everyday people to experience AI technology in a way that's personalised and uniquely Malaysian. The campaign was driven by an AI-powered music video, featuring Malaysian artistes MK (K-Clique), Balan Kash and Suki Low. Created with generative AI and driven by a pop-rap music composition that's infused with traditional instruments, the film together with the campaign bridges culture, people and technology to spur the nation to celebrate Malaysia's colourful kaleidoscope of faces and facets. The film also serves as a call to action, inviting Malaysians to an AI-powered web experience (https://aidentitikita.tm.com.my/) that enabled them to create their personalised AIDENTITI – a unique AI-generated music video clip. The music video gained a total of more than 32M views on various social media platforms and exceeded the benchmark of view-thru-rate (VTR) by 59.5%.


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Reason
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