AI INNOVATION: 100 REASONS TO SHINE

I was invited by the Indonesian company, Ultima Group, to serve as the Creative Consultant for AI technology for a campaign they were developing for Sunlight, specifically for Ramadan. My role was to advise them on the platform they could adopt to bring this idea to life.

During the Ramadan season, the search rate for recipes increased threefold. The management team had a simple yet ambitious idea: to create 100 ads based on the 100 most searched recipes on Google Search across Indonesia, showcasing how Sunlight effectively removes stains from all the most loved dishes during this important season. However, they faced a significant challenge—they only had a small budget and could afford just an 8-hour shoot.

My solution for the team was to utilize video cloning AI software, which only required a subscription. We had an influencer sign a release form to clone his voice and face, and we used deepfake technology to create 98 clones of him introducing the recipes. This approach not only saved time but also addressed the cost and production constraints.

The result? Ultima Group won five new clients using the technology I recommended. The campaign performed exceptionally well for the legacy brand, proving that innovative solutions can make a significant impact even with limited resources. Not a bad way for the work to shine.

This campaign garnered 21 million impressions
19 million views
Exceeded initial views target by 211%
Sunlight's brand affinity increased by +300BPS

THE CASE STUDY

THE PERSONALISED ADS- CAN YOU GUESS WHICH WAS SHOT AND WHICH IS AI?

Credits:
Chief creative officer: Yogits Patria Guna

Creative consultant, Innovation and use of Ai technology: Jaz Loh

Creative Direction: Randy R. Hertyanto
Art Directors: Andhika Wicaksono, Dea Clarinta, Hafizh Nur Muhammad
Account director/ Business Director: Pauline Liongrasari

Production: Indonesia + Video cloning Ai