Given the explosive development of generative artificial intelligence, there have been many voices that have pointed out that technology will not replace human creativity. Their objective, as they consider, is to enhance it. An idea that the Argentine creative studio Purga Studio materializes in a series of “unscripted” advertisements to, precisely, publicize Purga Films, the company’s new division focused on production with AI.

The campaign, designed by the Gut Mexico agency, conveys that artificial intelligence expands production possibilities while reaffirming that story and storytelling continue to be the fundamental creative forces. To express it, it uses the Latin expression “Lorem Ipsum”, which is often used as filler text that is often used in design and templates when the content does not yet exist.

These are three advertising short films created with the company’s artificial intelligence tools, and which show dramatic sequences that take place in recognizable cinematographic universes, such as the western genre, samurai or the mafia of the 1920s, but in which the dialogue is only the text “Lorem Ipsum”.

The closing of all the pieces shows the claim “We have the craft. We need the scripts”, with which Purga Studio conveys that technology is not the artist, but a tool capable of executing any creativity with mastery, as long as it has a story behind it.

“Today our artificial intelligence allows you to tell any story with impeccable quality. And now that you no longer need millions in budget to achieve a piece like this, what is going to differentiate your content? Easy: the story you want to tell“, they comment from Purga Studio, through LinkedIn. “Purga Films has everything you need…except the script. You write it, we make it happen”.

The presentation of the company’s new division seeks to encourage advertisers and creatives to explore the possibilities of technology, highlighting the creative capabilities of its tools without the need for high budgets. As they point out, production costs and the visual limitations of some platforms limit customers’ commitment to artificial intelligence.

With “Lorem Ipsum,” Purga Films shows its potential, but also adopts a human stance in a market often saturated with empty promises about artificial intelligence. Thus, the company aligns itself with the advertising industry by claiming the role of creative thinking and strategy as drivers of great campaigns.