GoFundMe
Help Changes Everything
Role
Art Director
Project Type
Film
The Idea
The GoFundMe campaign aimed to thank donors and celebrate the genuine impact of their contributions. Using AI generative art, we wanted to depict GoFundMe's true essence – community support.
Inspired by the vibrant style of community murals, we wanted to tell real stories in a scalable yet artful way. Each frame of the film was created using a unique combination of AI technologies, with each scene visually transforming frame-by-frame for the better as donations impact the world.
Pioneering AI Image Generation.
During this time, AI art was at its infancy. This campaign was the first-ever entirely AI-generated film, created using thousands of AI-generated images to craft a cohesive story.
While navigating this uncharted territory came with its challenges, it was also truly exciting to see it unfold into a unique visual style. It was a wild, sometimes trippy, and ultimately life-changing experience that pushed creative boundaries and showed what’s possible when art and innovation come together.
Impact
GoFundMe made a significant impact on its own community of donors, by thanking and inspiring them like never before. Immediately at launch, there was a universally positive response to the story’s message, and a gratitude for GoFundMe bringing some magic and hope into a world that needs it more than ever.
Meanwhile, the unique approach to GoFundMe’s pioneering production gives a glimpse of AI as a collaborative tool that can supercharge creativity and unlock new ways of working.
Case Video
Awards
Shots Award - Nominee
Webby Awards - Honoree
The One Show - Shortlisted
Best Ad's on TV (Editor's Pick)
Team
ECD Tim McDonald
Director Paul Trillo
CD Emlyn Allen
SAD Hunter Patrick