"For cybersecurity brand Bitdefender, protecting families now means tackling the emotional and psychological side of these scams while also confronting the uncomfortable truth that AI is fueling the next wave of digital deception. In its first-ever B2C campaign, Bitdefender uses AI not just as a subject but as the medium itself. The hero film was crafted almost entirely with generative tools, using synthetic voices, deepfakes and AI-driven visuals to mirror how scammers now operate."
"The scammer himself appears in live action - a deliberate choice that was integral to the narrative. "This was never about fear-mongering," says 20(Something)'s creative director Will Thacker. "It was about emotional truth and about showing how something so human, like trust, is being hijacked by technology - and it's cold, fast and convincing.""
Bitdefender's first B2C campaign confronts rising AI-enabled scams by using generative AI as both subject and medium. The hero film was produced almost entirely with synthetic voices, deepfakes and AI-driven visuals, while the scammer appears in live action to emphasize human deception. The creative framing presents scams as psychological warfare and spotlights victims' shame to shift focus away from victim-blaming toward systemic accountability. The campaign runs across North American digital billboards and social platforms including YouTube, Instagram, Facebook, TikTok and Reddit. 20(Something) led creative direction and strategy to foreground emotional truth and the speed, coldness and convincing nature of AI-enabled fraud.
Read at The Drum
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