Help Changes Everything
ECD TIM MCDONALD // DIRECTOR PAUL TRILLO // CD EMLYN ALLEN // SENIOR AD HUNTER PATRICK // ASSOCIATE AD CAROL BENITO
To tell the story of the true power of community for its Year In Help campaign, GoFundMe was seeking an idea that would not only thank its donors and stir emotion, but also cut through the noise of typical year-in-review creative.
With the advent of mainstream AI generative art, an opportunity arose to portray all the individual donors who helped its communities in a scalable yet artful way.
Using AI generated art to show the power of human kindess.
Inspired by the the aesthetic of community murals, we generated thousands of images using a variety of AI tools. To maintain the autheticity of the GoFundMe stories, a live action shoot captured movements of people for each story. These images and live action were then seamlessly strung together to to bring the first entirely AI generated film to life.
A groundbreaking combination of art and science tells the power of community.
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.