Work
F*ck It Friday - AImbassadors
Bold ideas are rarely the comfortable ones. Too often, the realities of briefs, timelines and expectations can smooth the edges off creative thinking before it has a chance to prove itself. That's exactly why, many years ago, we introduced F*ck It Friday.
FIF is a dedicated space for creativity without constraints or expectations. Once a month, people from across the agency come together to step outside the day-to-day, embrace uncertainty and explore ideas with no fixed brief, no guaranteed outcome and no limits on where the thinking might lead...
Not every F*ck It Friday begins and ends on a Friday. Sometimes an idea is too big to pack into a day, growing into an experiment that unfolds over weeks or, in this case, months.
Lately, we've been exploring the rapidly evolving world of AI, specifically what happens when brands move beyond one-off AI-generated content and begin creating AI ambassadors: original characters and mascots designed to live across campaigns and platforms.
This FIF is an opportunity to share some of those experiments. Not because we have all the answers, but because we believe the most valuable creative discoveries often come from making, testing and learning in public.
We started out by just playing around with different tools to see what was possible...
While AI is already capable of creating convincing human ambassadors, that wasn't what interested us most. Instead, we wanted to explore the creative freedom AI unlocks by building something that couldn't exist in the real world: a distinctive, otherworldly brand mascot.
That exploration led to the creation of an alien character, designed as our first AI ambassador. When our annual Youth Culture Uncovered event came around, it felt like the perfect opportunity to bring the experiment to life, introducing our first AImbassador to the live audience in attendance.
And we played with Kling and other AI tools to see what else he could do...
We also explored different voices and experimented with using or AImbassador to introduce our weekly edition of 52INSIGHTS...
And we played around with other types of alien ambassadors using fully AI-generated voices...
We even sent one of them down to Electric Picnic on a work placement...
Like every good F*ck It Friday, this isn't the end of the experiment. AI is evolving at an insane pace, and so are the creative possibilities that come with it. We'll continue pushing, testing and refining what an AI ambassador can be, sharing the successes, the failures and the unexpected discoveries along the way.