Amaro Montenegro - Human Spirit

What

TV and Digital campaign

Concept

The film tells the story of how ordinary people interact with robots in different situations, trying to outperform them and win the challenge.

Agency

Armando Testa

In Brief

The Idea

In 2018, the brand launched the new TV and Digital campaign conceived by Armando Testa, which celebrates human values in the era of artificial intelligence. The film tells the story of how ordinary people interact with robots in different situations, trying to outperform them and win the challenge. The cast also includes five robots created from scratch by the Belgian studio Lm3d, with the artistic collaboration of campaign director Xavier Mairesse. Four of these robots were partially automated and partially operated manually, while the fifth was designed and fully realized in 3D by the post-production company EDI. Another added value from the director's choice was to propose the use of the original song "Human" by Rag'n'Bone, whose lyrics seem to underline the concept of the commercial effectively.