Meta
Showcasing the wonder of real-time image generation, SNASK’s Erik Kockum directed an intimate commercial campaign for Meta AI. We were brought on board to craft the treatment, specifically aiming to eliminate the sterile, tech-centric feel typical of AI advertising. By prioritising emotional storytelling, the narrative reframes generative AI as a natural, expressive extension of human creativity, enriching imagination and early learning. The tricky task for our studio was harmonising these two parallel visual languages, showing how Meta AI integrates into the real-world to enhance human intimacy.
To achieve this, we made the family the foundation in our visual research, sourcing careful casting compositions that were full of personality and charisma. They needed to represent a relatable and authentic dynamic, with an easy expressiveness that could convey ounces of wonder and love in just a few seconds of screen time. Harmonising this human connection with tech, we integrated Meta’s signature blue branding into our design, boldly offsetting our warmer domestic imagery in backgrounds and overlaying text.
The integration of physical devices was another major consideration throughout the treatment. With screens serving as a portal to amazing illustrative storytelling, it was important to demonstrate that without distracting from scenes of genuine human intimacy. As such, we ensured that tech was always captured in situ with human hands, reinforcing Meta’s position as a collaborative, dream-sharing tool that brings real human imagination to life, rather than replacing it entirely.
By keeping a human heart at the core of the film, this treatment successfully demonstrated that AI campaigns can feel warm, intimate, and authentic. While it might depart from his typical aesthetic, “Storytime” certainly displays the versatility of Erik’s directorial approach and the final campaign demonstrates how emerging technology can enhance family storytelling without overshadowing the quiet beauty of everyday life.