Iklan Raya A.I.dilfitri

Agency

Fastman Studios

Client

Julie’s Manufacturing Sdn Bhd.

Product/Service

Julie's Love Letters

Brief

Raya is a season of celebration, and also a watershed marketing period when many Malaysian brands release Raya films. Traditionally dominated by tearjerker soap opera-esque films, Julie’s has always taken a different approach — by flipping the script on gender stereotypes, using their signature irreverent humour. We wanted to help Julie’s do the same again, but with an even bigger twist.

Solution

This year, we addressed deeply entrenched values and beliefs about gender biases. The twist: we told the story in a current yet unlikely space — Artificial Intelligence.

What ensued was a 7-minute film that follows the attempts by a Julie’s client and two marketing professionals to create a Raya commercial using a fictional A.I. chatbot: ADGPT.

To craft a genre-defying, meta film that repeatedly breaks the fourth wall to unveil layers of stories within stories—merging science fiction elements with the everyday lives of Kampung villagers—requires more than just compelling visuals. It demands a soundscape that immerses the audience in a seamless blend of genres. We embraced this challenge with a playful approach, weaving in subtle nods to iconic sci-fi sound design from various eras, from the legendary theme of 2001: A Space Odyssey to the digital glitches reminiscent of The Matrix, all set against the backdrop of crickets in the Kampung!