SAP and BBDO New York created this lighthearted spot to simplify the real-world applicability of SAP’s AI technology.
Steering away from “sexy” innovations and confusing tech lingo, the :30 follows an AI-animated cat–painted Van Gogh-style–going through various office scenarios. The concept contrasts the duality of AI’s role in businesses by showing its impact on digital renders, as well as supply chain management and decision-making processes.
Lobo served as production studio on the "Office Cat" spot which was directed by Richard Carelli and Mateus de Paula Santos.
Credits
Client SAP Agency BBDO New York Matt Macdonald, chief creative officer, NY; Corey Rakowsky, Kleber Menezes, executive creative directors; Marina Gokman, Steven Schroth, creative directors; Alex Gianni, EVP, head of content production; Becky Burkhard, group executive producer; Katie Theobalds, music producer. Media Agency OMD Production Lobo Richard Carelli, Mateus de Paula Santos, directors; Luis Ribeiro, managing partner; Paul Amorese, exec producer (live action) & line producer; Su Constantine, exec producer (animation); Katherine Pacula, line producer (Fixer); Rob Hauer, DP; Leandro Pena, VFX supervisor; Pablo Zurita, post producer; Pedro Falcone, editor; Matheus Miglionico, assistant editor. Telecine Color Collective Alex Jimenez, telecine artist; Claudia Guevera, producer. Music Storefront Music Productions, LLC Kari Steinert, composer; Adam Elk, John “Scrapper” Sneider, partners/exec producers; Kirsten Messier, exec producer
“The Contextualist,” the latest chapter in Bloomberg Media’s “Context Changes Everything” brand platform, debuts today (3/6), creatively distinguishing Bloomberg.com & the Bloomberg app subscription’s value for global business and government leaders. The new concept builds on the campaign’s foundation of context--the power of Bloomberg’s journalism to draw deft connections between its wealth of news, insights and data in every corner of the world.
Golden Globe and BAFTA-award winning filmmaker Brady Corbet (The Brutalist) directed three new spots for the campaign via magna studios in his debut helming brand commercials. This spot titled “The Price of Tea in China” takes a well-known and seemingly simple idiom and unpacks its complexity as an international business story in a 30-second journey. (The other two commercials are “Bird in the Hand” and “Rising Tides.” The “Context” campaign continues to be developed in collaboration agency Wieden+Kennedy New York.
“‘Context Changes Everything’ has become an important rallying point with consumers to remind them what’s unique about Bloomberg as we continue to double down on global news coverage for them,” said Julia Beizer, COO, Bloomberg Media. “‘The Contextualist’ moves the brand forward by personifying the prevailing ideas of intellect, curiosity and ambition. We’ve gained more than 100,000 subscribers in the time since we first launched the campaign in September 2023, and it remains an important driving element of our investment to continue growing and engaging subscribers in the years to come.”
“As my directorial debut in the world of advertisement, I’m proud of this work for Bloomberg and how it addresses the importance of... Read More
