Kuala Lumpur, Malaysia – Local telecommunications company CelcomDigi has teamed up with Naga DDB Tribal and M&C Saatchi to launch a locally-crowdsourced AI film, a first in the market. This was launched ahead of the upcoming National Day celebration in Malaysia.
‘Projek My Malaysia’ harnessed the power of generative AI to inspire Malaysians to come together and share their vision of our country.
To conceptualise the film, the public was given footage of an everyday Malaysian wandering the streets. They were then invited to transform scenes from it, using generative AI tools to express their vision. Their visions were turned into prompts, which became unique AI-generated video clips that reflected the Malaysia they see in their hearts.
Throughout the campaign, hundreds of submissions were generated then put together to form a cohesive story that united the collective sentiments of the general populace.
Alvin Teoh, chief creative officer at Naga DDB Tribal, This project started with one question all Malaysians can resonate with – what kind of Malaysia would we like our kids to grow up in? It’s a universal desire that closes the gaps across the divide because deep down, we all want the same thing for our kids: a safer, happier, kinder, greener, fairer, stronger country for every child to live and thrive in.”
He added, “So all we did was hand over our pre-shot film to the rakyat and allowed them to alter the scenes according to their vision expressed via prompts and now, we have a co-created festive piece that hopefully reflects our collective desire to see this Malaysia take shape through all of us coming together. Because the truth is – the country we desire in our hearts is actually in all of our hands.”
Meanwhile, Marzuki Maani, executive creative director at M&C Saatchi, commented, “Making ‘Projek My Malaysia’ happen was in itself a stronger together experience. It took several teams to come together and play our parts to achieve the project’s ambition. I think what we created was a beautiful representation of what we could achieve when we work together towards a common goal.”
Lastly, Maurice Noone, film director at Directors Think Tank, said, “We wanted to capture the sentiments of Malaysians and present it in a fresh way. Artificial Intelligence is all the rage right now, but technology is just a tool. We felt we could do something meaningful and not just cosmetic. We felt there was a way to use it as a tool to express our collective vision of our country. Projek My Malaysia took the raw imagination of the public and made it real.”
He added, “It was scary working on the project because we didn’t actually know what fellow Malaysians would generate. Would it work? But, in the end we had wonderful scenes that were transformed that we never expected. Good to know Malaysians care about our future and can imagine possibilities that I’d never thought of. There is hope.”
