Opportunity

To advertise AI—without using AI.
It was one of the most human and collaborative processes we’ve ever been part of. IBM and Ogilvy gave us the chance to partner with Matt Blease, whose clever, editorial style we’ve admired for years. We shared ideas, doodles, and sketches; scripts were loose and open, and we spent hours brainstorming together with Matt, IBM, and Ogilvy—speaking freely and letting the best idea win.

A HAND-CRAFTED COLLABORATION

It was refreshing to work on this campaign in such a hand-crafted way. It took a great team effort to develop these films and to embrace all the human ‘mistakes’ that come out of illustrating each and every frame.
Artists across different locations and time zones worked closely together. Our team learned and adapted quickly to Matt Blease’s editorial style, while also letting our own sensibilities shape the worlds, characters, and energy of the films. The result was a genuine sense of connection—proof that the best work is born from collaboration.

Narrative and humor aligned perfectly: The rhythm of tension and release was everything—making you feel awkward for an instant, only to laugh right after. Both Matt and everyone at Niceshit love joyful, confident and smart comedy so it was very fun to push on awkward framings and silences, pauses and empty spaces without being afraid of losing the viewers attention, quite the opposite. “We love to create work that aims to connect rather than to impress, and this campaign is all about that.” —Carmen Angelillo, CD.

IMPACT

The campaign is now live all over the world—from JFK airport to Tokyo trains and even Wimbledon. Friends (and strangers!) have been sending us pictures of our work spotted in different corners of the globe. That global reach is surreal—and deeply rewarding.
With an amazing team, we delivered a campaign that celebrates craftsmanship and creativity. Fully hand-drawn, fully animated, unmistakably human. It’s a reminder that AI may be clever, but human collaboration, curiosity, and humor will always have the edge.
Designed to be quiet, smart, and disruptive, these spots cut through the noise by simply being themselves. The result? A campaign that feels human, and entirely ours.
Once again, thank you to everyone involved in this adventure. Thanks to IBM & Ogilvy for trusting our vision, our crazy ideas, and our silly jokes. And of course, to Matt—for sharing the humor, the weird doodles, and for being the best partner throughout.