The Czech Radio Foundation – Světluška project is entering the 15th anniversary edition of the Night Runs for Světluška with its first-ever AI video spot and visuals. In collaboration with the AI studio Barletta Productions, a campaign has been created that builds on artificial intelligence whilst also emphasising that no algorithm can replace genuine solidarity.
“Collaborating with Barletta.ai was a natural step for us. We were looking for a partner who understands today’s world of technology, yet is also capable of working sensitively with the values on which Světluška is founded. From the outset, we were in agreement that we didn’t want to use AI merely as a gimmick, but as a contrast in meaning – as a tool to help emphasise that humanity and solidarity are irreplaceable. “In my view, the resulting campaign is bold, visually powerful and, at the same time, authentic. It shows that even though artificial intelligence is now finding its way into almost everything, it is always up to the individual to step up and help others,” says Jiří Váňa, Director of the Czech Radio Foundation.
The video spot unfolds a visually captivating world of supernatural and fairy-tale creatures that gradually transform into real runners in the Night Run for Světluška. On a symbolic level, it thus connects fantasy and technology with reality, in which people actually take to the track to support those with visual impairments.
“Generative AI is now capable of translating almost any creative idea into an image with great precision. However, in our experience, it never works on its own; it still requires clear direction from the director and cinematographer, much like traditional audiovisual production. In this campaign, we used it as a new creative tool that helped create a powerful visual world. We are all the more delighted that we were able to use this technology for a project that has a genuine human dimension and supports a good cause,” says Tom Hodboď, Executive Producer at Barletta.ai.
The campaign launched on social media and will be followed by print adverts and radio spots. The Night Runs for Světluška are a traditional Světluška project. Proceeds from the entry fees go towards supporting people with visual impairments.
Source: mam.cz
