Developed in-house.
amaysim has launched its first AI-generated television commercial (TVC), developed in-house by a two-person creative team.
The campaign is the first time amaysim has integrated generative artificial intelligence into its mainstream brand marketing.
“We saw an opportunity and jumped on it,” amayism chief marketing officer Peter MacGregor said.
“With so many Australians actively searching for better mobile deals amid rising cost-of-living pressures, we wanted to meet the moment with something bold, creative and fast.
“We pulled forward our media and took a big swing – and it paid off.”
The Escape Story used Adobe Firefly for image generation and Runway for motion design.
The entire TVC was generated frame by frame and took less than two weeks to create.
30% of Australians, or approximately 6 million people, have struggled to pay their mobile phone bill in the last 12 months. Further, a significant majority (78%) feel the big telcos are expensive, according to amayism research conducted by YouGov.
More than half of Australians (53%) believe smaller telcos offer better value for money than the major providers, while 41% are considering switching to a smaller provider within the next 12 months.
“Our aim was to push creative boundaries while staying true to who we are: a brand that’s agile, customer-focused and just a little bit different,” amayism associate director, brand and communications Jarod Green said.
“We embraced a warm, nostalgic, and minimalist aesthetic which offered the perfect backdrop to showcase our whimsical personality and craft a visually striking, emotionally engaging narrative.”
“As other sectors begin to explore the potential of AI-driven creative, we’re proud to lead the charge in the telco space. This is just the beginning—we see huge potential in the way AI can empower small teams to do big things.”
The new TVC is now live across national broadcast and digital platforms.
CREDITS
Client: amaysim
Creative Agency & Production Studio: Studio amayzing (amaysim's award-winning in-house creative studio)
- Associate Director, Brand and Communications – Jarod Green
- Design Lead – Atieh Mohammadi
- CMO, Marketing & CX – Peter MacGregor
- Director, Integrated Marketing – Jeddah Ryan
- Brand & Campaigns Manager – Sheryl Singh
- Communications Manager – Ebany Russell
Media Buying: Avenue C
- Managing Partner – Will Chapman
- Media Business Partner – Elena Gianni
- Digital Media Partner – Nick Sadler
- Digital Media Partner – Mark Zala
- Media and Investment Partner – Gaby Srour
