This Windhoek project began with TBWA’s ambition to create a strong statement against the use of AI on behalf of their client, who has since taken a firm stance against AI in their work.

TBWA identified James and developed the idea around his story, pitching the concept to the client before approaching Scholars Film to bring it to life as a film piece. The project presented an opportunity to turn a clear point of view into compelling branded content, using real human storytelling to reinforce the value of authenticity and human creativity in an increasingly AI-driven world.

Directed by Colwyn Thomas and produced by Scholars Film, the film went on to win a Silver Loerie in the Branded Content category, recognising the strength of the idea and its execution.

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