e& has unveiled an AI-crafted film for its Neo Home Experience platform, in collaboration with Saatchi & Saatchi and Big Kahuna Films.
The project highlights e&’s ongoing efforts to incorporate advanced technologies into its consumer offerings, particularly for the modern connected home.
Commenting on the campaign, Akram Dohjoka, Senior Creative Director, Saatchi & Saatchi, said, “This AI-crafted film represents e&’s vision for the Neo Home Experience, where technology seamlessly blends with everyday life, offering consumers a tech-driven, immersive home experience that redefines modern living.”
Rolled out across digital and social media platforms, the caption associated with the campaign reads, “Introducing #NeoHomePlans – where speed meets entertainment 🤩 Enjoy 1Gbps high-speed internet, free entertainment subscriptions, and more – all for just AED 399/month.”
View this post on Instagram
The film leverages a mix of artificial intelligence, CGI, and live-action elements to create a visually immersive experience that reflects the future of home entertainment.
More than 5,000 AI-generated images were reviewed to develop key scenes, and innovative AI textures were applied to 3D elements, giving the film a distinct look that sets it apart. This approach enabled e& to streamline production while maintaining high standards of visual quality.
From AI-generated skies to concept art for surreal environments, every element was crafted using cutting-edge techniques to bring a futuristic world to life.
The creative journey involved blending AI with traditional filmmaking methods, allowing the team to push creative boundaries.
CREDITS:
Client: e& UAE
Mahmoud Farwiz – Senior Director Consumer Campaign Management – e& UAE
Ahmed Kamal – Director Consumer Campaign Management – e& UAE
Agency: Saatchi & Saatchi Middle East:
Samer Khansa – Business Lead – Communications Consultancy
Ali Zein – Executive Creative Director
Akram Dohjoka – Senior Creative Director
Alex Rodriguez – Creative Director
Ahmed Rafie – Associate Business Director – Communications Consultancy
Tarek Radwan – Senior Manager – Communications Consultancy
Tamara Samara – Senior Executive – Communications Consultancy
Tania Hage – Director – Production
Marta Bulik- Simon – Senior Producer
Production House: Big Kahuna Films
Eddy Rizk, CEO, Big Kahuna Films
