Independent creative agency Fundamental has created ‘The Artist’, a campaign film for Meta AI that explores how artificial intelligence can support creativity by drawing on an individual’s interests, surroundings and aspirations.
The 75-second film is set in Mumbai’s Worli fishing village and follows a young artist developing a graphic novel about the city in the Pattachitra art tradition. Moving between his workspace and the neighbourhood that inspires him, the film shows Meta AI assisting his creative process through everyday exchanges, from providing information to generating ideas.
Talking about the film, Neeraj Kanitkar, Co-founder, Fundamental, said, “The film is an intimate expression and a timely nod to how Meta AI can be a force for good in everyday people’s lives. Telling the story of a young, budding artist in the context of AI was a deliberate choice to get to the heart of the moment in the zeitgeist. And reaffirm the amazing power of a new tool and technology that has the potential to champion the inclusive ambition of helping more people feel understood, supported and able to pursue the things they care about. The story of the actor – Yash Koli – who plays the lead was a wonderful, happy accident. He is a Worli village local who was working as a location scout. His performances as the stand-in during the tech recce in pre-production caught the director, Arav Narang and the producer Priyank’s eyes, a formal audition followed and soon enough everyone loved his raw, authentic camera presence and he ended up as the star of our film.”
Through sketches, books, brushes and paintings, the film positions AI as a companion that can help artists explore ideas and develop their work while drawing inspiration from their own experiences. The campaign builds on Meta’s global ambition of enabling a positive AI future, highlighting the potential of AI to support more vibrant and fulfilling everyday experiences.
