"In a movie you have a couple hours to spend with the characters, in these spots you only have a few seconds to get invested and start rooting for them. So each one needed a perfect micro performance, timed flawlessly with the camera movement, and music doing the right thing at the right moment for it all to work."
"We wanted each one to have its own individual spirit and feeling, just like movies do."
"We weave story and product together through a concept that was inspired by that feeling that happens at the end of a film: a moment of achievement, possibility or connection right before you see the credits roll,"
Ads portray a sibling road trip and a kitchen romance orchestrated by ChatGPT, each compressed into under-a-minute cinematic moments. The format requires flawless micro-performances, exact camera movement, and music cues to generate immediate emotional investment. Music choices range from Perfume Genius to Neil Diamond to create cinematic sonic textures rather than typical advertising tracks. Production led by Smuggler with director Miles Jay combined storytelling and technical precision. Director of photography Arseni Khachaturan used custom lenses and 35mm film to add warmth and tactility. The concept centers on recreating the end-of-film feeling of achievement, possibility, or connection just before the credits roll.
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