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. During the Ramadan season, the search rate for recipes increased threefold. The management team had a simple idea to create 100 ads based on the 100 most searched recipes in Google Search across Indonesia, as a demonstration of how Sunlight removes stains from all the most loved dishes during this important season. However, the problem was they only had a small budget, with finances for only an 8-hour shoot.
My solution for the team was to use video cloning AI software, which only needed 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 not only saved time but also solved the issue of cost and production. As a result, Ultima Group won five new clients using the technology I recommended. The campaign performed exceptionally well for the legacy brand. 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

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