MAXIS - WHAT WILL A.I. REPLACE?

TitleMAXIS - WHAT WILL A.I. REPLACE?
ClientMAXIS
Product / ServiceCOMMUNICATIONS SERVICE
CategoryA01. Direction
EntrantDIRECTORS THINK TANK Petaling Jaya, MALAYSIA
Idea Creation LEO BURNETT Kuala Lumpur, MALAYSIA
Production DIRECTORS THINK TANK Petaling Jaya, MALAYSIA

Brief Explanation

In the near future, a young girl is living in a technologically advanced smart home. But despite having the best AI and smart home tech available to her, she seems sad. We see her going through her daily life, but she’s barely present for anything that happens. The AI does its best to take care of her as its programmed to do. Only towards the end do we realise that the AI’s daily reminders are actually reminders of a failed/lost relationship to the girl. It reaches a breaking point when the home AI shows her a montage of memories from a different time, like how social media nowadays often does. Mom, who has sensed this unrest comes for a surprise visit. She comforts her daughter the way only a mother can, and through this we’re reminded that no matter how far technology advances, there are some things it will never

Credits

Name Company Position
Andrew Low Leo Burnett Malaysia Executive Creative Director
Andrew Leong Leo Burnett Malaysia Managing Partner
Adrian Ho Leo Burnett Malaysia Creative Group Head
Walter Teoh Leo Burnett Malaysia Creative Group Head
Abby Tai Leo Burnett Malaysia Senior Art Director
Wong Jing Wei Leo Burnett Malaysia Senior Writer
Rociel Chan Leo Burnett Malaysia Designer
Roseniyati Abdullah Leo Burnett Malaysia Agency Producer
April Toh Leo Burnett Malaysia Senior Account Director
Albert Tang Leo Burnett Malaysia Account Manager
Jean Lim Leo Burnett Malaysia Senior Account Executive
Julia Boudville Leo Burnett Malaysia Project Management
Rajay Singh Directors Think Tank Sdn. Bhd Film Director
Heng Tek Nam Directors Think Tank Sdn Bhd Executive Producer
Affandi Jamaludin Mirage Post Sdn. Bhd Editor
VHQ KL VHQ KL Post House
Fuse Adventures in Audio Malaysia Fuse Adventures in Audio Malaysia Audio House
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