Leo Burnett Malaysia’s film for Maxis shows that technology will never replace the human touch

Leo Burnett Malaysia has created a Maxis short film titled “A.I. < M.I.”. The Mother’s Day film is set in the near future, the film tells the story of a young girl’s relationship with the artificial intelligence that takes care of her. It attempts to examine our relationship with the impending age of A.I.

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The film was directed by Rajay Singh via Directors Think Tank and post production was via VHQ Kuala Lumpur. The music and sound is via Fuse Adventures in Audio.

“We wanted to connect with the digital natives by tapping into the new fascination with Artificial Intelligence, and chatbots this Mother’s Day. The film offers a glimpse into what’s next, but is deeply grounded in how some things don’t change, that technology will never replace the human touch. So we felt that pitting the best form of A.I. against the best representation of humanity – Mothers was a great fit,” said Head of Marketing Communications at Maxis, Bernard Lee.

“When we first approached the mother’s day brief for Maxis, we told ourselves we did not want to do a typical film that guilt tripped Malaysians into loving their mothers. So instead we drew inspiration from the new generation’s symbiotic relationship with technology. From there, comparing a mother’s kindness to the cold, calculating assistance of artificial intelligence came naturally. We felt that this was a new, fresh take on a Mother’s Day ad. For a technology brand like Maxis’, it proved to be a perfect fit,” said Adrian Ho, Creative Group Head of Leo Burnett Malaysia.

Rajay Singh, Director at ThinkTank said: “For the spot, I was blessed to be working with a group of talented creatives. It made it easier. The DOP Alard from South Africa and the simplicity of the post house animation was great. Skipp, the post supervisor made everything possible even with the short timings. What started out from a great script was made even better with the crafting from shoot to production.”

Credits:

Music : Fuse Adventures in Audio Malaysia