Meta
Showcasing the wonder of real-time image generation, director Erik Kockum brought us this delicate campaign for Meta. It was a pleasure to be invited on board for this treatment, which aimed to remove the tech-centric detachment associated with other AI tools.
This concept instead turned its focus onto family life, and how this innovative Meta assistant could facilitate imagination and learning. Our task was to balance these two parallel visual languages, demonstrating how AI fits into the real world, rather than detracting from it. Using Meta’s iconic blue brand colours helped us achieve this in the design, nicely contrasting our warmer, more domestic imagery in a way that felt organic but still subtly connected to the tech industry.
Importantly, this was a concept that held children’s imagination at its core but in a grounded, understated way, invisible to the naked eye but brought to life through Meta AI. References to phones and other devices were kept in situ, always in a state of interaction with people, reinforcing the notion of Meta AI as a facilitator, bringing human ideas to life in a collaborative, dream-sharing way that grows relationships.
The final spot is a wholesome vignette that illustrates the versatility of Erik's directorial approach — a departure from his usual style that works beautifully. It’s really rewarding to see how he kept the human element at the heart of the film and we’re pleased to have worked on a treatment that proved warmth and humanity were possible in an AI campaign.