Saatchi&Saatchi on Pioneering AI-Filmmaking For Neo Home Experience
In a groundbreaking achievement for the region, Akram Dohjoka and his team at Saatchi & Saatchi have unveiled the first AI-crafted film, a futuristic showcase for e&’s Neo Home Experience.
Combining AI, CGI, and live-action elements, the project breaks new creative ground while aligning seamlessly with e&’s vision of pioneering modern, connected living.
Akram shares with LBB’s Olivia Atkins about the inspiration behind the film, the challenges of blending cutting-edge technology with traditional filmmaking and the collaborative process that brought this ambitious vision to life.
LBB> What inspired you to create this AI-film for the Neo Home Experience? And how did the concept align with e&’s vision of redefining modern living?
Akram> This is the first AI-crafted film in the region, and the inspiration came from the many intriguing AI-driven projects we’ve seen globally—attempts that pushed creative boundaries and challenged us to aim higher. Partnering with the creators of the acclaimed Anthony Joshua – Forever is Made Now campaign by Under Armour, we brought together the agency, client, production, and post-production teams to create something bigger and better. Neo itself, as a product that stands for innovation and being the first of its kind in the market, drove us to take this bold and groundbreaking creative direction. The result reflects e&’s vision of redefining modern living by delivering experiences that are as innovative as Neo.
LBB> Why did you decide to combine AI, CGI, and live-action elements and why did you want to create such a distinctly-futuristic aesthetic?
Akram> We coined the term CGAi to describe the innovative mix of CGI and AI used to craft this film. This approach allowed us to explore a unique visual language that feels futuristic yet immersive. AI offered dynamic, hyper-realistic details that traditional CGI could not achieve alone, while live-action anchored the story in relatable, human experiences. This synergy created a distinct futuristic aesthetic, symbolizing the cutting-edge innovation Neo represents. The aim was to evoke a sense of wonder and excitement that mirrors the transformative power of Neo’s high-speed, multi-functional capabilities.
LBB> You used over 5,000 AI-generated images and textures. How did you use and generate these for the film? And what did the creative process entail?
Akram> The 5,000 AI-generated images and textures were instrumental in visually elevating the film. Using the CGAi approach, we leveraged generative AI tools to create sky textures, planetary landscapes, and dynamic facial expressions, which were further refined using CGI techniques. The process involved multiple iterations for each prompt, refining outputs to match the creative vision. After generating the base visuals, our CGI team meticulously integrated them into the scenes, ensuring seamless blending with live-action footage. This iterative process combined the best of AI's speed and adaptability with CGI's precision.
LBB> The film blended AI with traditional filmmaking. How did the technology experts and creative professionals work together so collaboratively?
Akram> The creation of the AI-crafted film using CGAi was a testament to the power of collaboration. AI specialists guided the technical aspects, such as prompt engineering and refining generated assets, while creative professionals ensured the visuals aligned with the story and brand ethos. Daily reviews and feedback loops allowed both teams to iterate and push boundaries, bridging the gap between technological possibilities and artistic intent. This collaborative dynamic resulted in a film that feels both innovative and emotionally resonant.
LBB> What role did iteration play in the creative journey? Were there any unexpected outcomes from the AI that inspired new directions or ideas?
Akram> Iteration was vital in shaping the film. Each scene underwent numerous cycles of AI-generated renderings and refinements. Unexpected outcomes often sparked creative pivots, such as an AI-generated sky texture that inspired the planetary collision scene or an unforeseen detail in facial expressions that enhanced emotional impact. These "happy accidents" demonstrated the creative potential of AI when embraced with an open mind, allowing us to explore directions we hadn’t initially considered.
LBB> What were the biggest challenges in integrating AI technology into the filmmaking process? How did you overcome potential limitations to maintain high visual quality?
Akram> The biggest challenges in creating this film were achieving consistency across AI-generated assets and rendering lifelike facial expressions. Using the CGAi approach, AI’s generative nature meant results could vary widely, so achieving the desired aesthetic required multiple iterations and precise prompts. To address this, we combined AI outputs with CGI enhancements, allowing us to maintain high visual quality and coherence. Regular testing, creative collaboration, and fine-tuning ensured the film met the highest standards while showcasing the potential of CGAiin filmmaking.
LBB> This film is described as an extension of e&'s commitment to incorporating advanced technologies into consumer offerings. How do you see it influencing consumer perception of the Neo Home Experience and modern connected living as a whole?
Akram> As the first AI-crafted film in the region, it underscores e&’s position as a leader in integrating advanced technologies into everyday life. By showcasing Neo through a visually groundbreaking narrative created using CGAi, we not only highlight its technical features but also evoke the limitless possibilities it offers to consumers. This approach fosters a sense of aspiration and excitement around modern connected living, positioning Neo as the ultimate choice for those who demand the best in home experiences. It’s more than a product—it’s a lifestyle upgrade.
