STEF is a freelance director working with global sports, powersports, and athleisure brands on visuals that are gritty, dynamic and rooted in movement.
Summary

TV
PRINT
SOCIAL
DIGITALCredits

Agency : National Film Board
Client : National Film BoardRecognition

LaPresse
Le Devoir

TL;DR - Embracing the tools of an embryonically new medium.

The National Film Board of Canada, in collaboration with artist and lecturer Sandra Rodriguez from MIT, had created an AI fascimile of Noam Chomky. Scraping the internet for every piece of spoken word, the groundbreaking AI persona was contained in a virtual reality experience that visitors could interact with. 

Yes, it was all intentionally unnerving.

To aknowledge the natural unease this experience elicited, we crafted a TV message that embraced the surreal, but rapidly approaching world of generative AI and the core truth of the nascent AI age - the need to Question Everything. 

AI PRODUCTION
All aspects of the production were rooted in AI. Imagery, music and voice were all created by feeding LLMs images, prompts and visual, audio and animation styles that we massaged and coaxed together into a narrative. The final result was (eerily) a human / computer collaboration.
EVENT