Case Studies

To connect with existing customers and deepen awareness around the long-term value of life insurance, ICICI Prudential Life wanted to explore how generative AI could support a digital campaign without the scale and cost of conventional production.

We created a film following four friends through different stages of their lives, using generative AI to create the ageing transitions. Face morphing, custom training on character likeness and AI-led compositing allowed us to maintain continuity in their appearance and expressions across the different stages, without relying on live-action shoots.

The film was an early exploration of generative AI for character-led storytelling in the BFSI sector, showing how the technology could be used to tackle a production challenge that would otherwise require extensive conventional production.

Internally, it was recognised as a creative leap, setting the stage for future-ready customer engagement.