Brent Foster introduces humanity to AI

Director News, New Work

Holiday Films and Nimble Content director, Brent Foster was selected to direct the launch campaign for the new Huawei Mate 20 Pro phone. The 60-second teaser hints at a world where humanity and AI are coming together while the launch spot pays off the product features. “My main goal on the project was to create what it feels like to be human” says Foster. “The ups, the downs, the stages we all go through, and the way we relate with the environment around us. From casting to wardrobe, and locations, I wanted to keep things as authentic as possible.”

Creating a global campaign sometimes brings its own challenges, “I think this biggest thing for this one was working in two countries and three languages, which keeps things very interesting.” Creative for the campaign is from DDB & Tribal Poland with production out of CUT/CUT and Papaya Films.