Photo credit: Publicis Groupe

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The initiative showcases e&’s continuous dedication to integrating cutting-edge technologies into its consumer products.

In collaboration with Saatchi & Saatchi, e& has launched an AI-generated film that highlights its Neo Home Experience platform. This project illustrates e&’s commitment to merging advanced technologies with consumer offerings, focusing on the future of the modern connected home.

The film fuses AI, CGI, and live-action elements to create a visually captivating narrative that imagines the future of home entertainment. By utilizing AI-generated skies, imaginative concept art, and state-of-the-art 3D components, the film constructs an immersive and futuristic environment.

The creative process integrated AI with traditional filmmaking methods, enabling the team to push creative boundaries. Over 5,000 AI-generated images were evaluated to develop key scenes, while AI textures were applied to 3D elements to achieve a unique visual aesthetic. This innovative approach not only streamlined production but also ensured outstanding visual quality.

“This AI-crafted film embodies our vision for the Neo Home Experience, where technology seamlessly integrates into everyday life, creating an immersive and tech-driven living experience,” stated Akram Dohjoka, Senior Creative Director at Saatchi & Saatchi.

The project reflects e&’s ambition to redefine modern living by combining advanced technology with practical applications for the connected home, providing consumers with a glimpse into future possibilities.

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Person

Akram Dohjoka, Hala Badri

Company Names

e&, Saatchi & Saatchi, StarzPlay, Nvidia, Du, Huawei, Roya TV, Almarai

Titles

Neo Home Experience, UFC 311, GeForce RTX 50 Series, Youth Digital Pioneers Programme, IBC2025 Conference, Al Marmoom: Film in the Desert Festival, Aqwa Sofra with Almarai season two

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