We wanted to test viewer’s attention spans with joyful, confident and smart comedy, and it was really fun to push awkward framings and silences - pauses and empty spaces that built tension, which then was released into laughter (hopefully!).
Looking back, yet dreaming forward.
At the supermarket you can already see the Christmas decorations, they seem to come oue earlier each year - but this also makes me reminisce about what happened this year, what we’ve been up to and there is one highlight that shines the brightest: the IBM campaign. Here are some of the reasons.
Advertising AI ... without using AI.
It’s refreshing, and even reassuring, to see that even tech leaders like IBM put human connection first, even while advertising their latest AI products.
For this campaign, we wanted to stay as far as we could from something computer-generated; we wanted the craft and the handmade ‘errors’ to be there, so everything was created in traditional, frame-by-frame animation.
Narrative and humor aligned perfectly, unmistakably Niceshit.
Reach & Impact
The campaign went live (and is still out there) all over the world - from JFK airport to Tokyo trains, and even Wimbledon. Friends (and strangers) have been sending us pictures from different corners of the world. This global reach is surreal and deeply rewarding.
Let’s make more of these.
Bonus Tracks: Some of the best comments we got
@eddesong Was curious who made these. Felt like a blast of fresh air 😍
@thepoint.studio So YOU'RE the ones responsible for these! Thanks for putting smart, enjoyable ads on TV.”
@harryfrostickdesignsBeautiful character animation!!! 😍😍 please tell me it's not ai??
