Client: Queue - a brand new streaming service by Meta.

Project: awAIke - one of Queue’s first new titles that will stream directly on Queue.

Problem: Queue is a new streaming service, powered by Meta, that hopes to compete with the likes of HBO, Netflix, and Hulu. Queue needs to draw new subscribers in with bold, cutting-edge content like awAIke. Entice people to sign up for Queue by luring them in with a campaign about awAIke utilising the Meta suite.

Insight: Throughout history, humanity has always strived to obtain perfection, sometimes sacrificing individuality in the process. But can we blame ourselves for trying to achieve this? 

Idea: To imagine and realise a dystopic society where man and machine are completely intertwined by the introduction of ‘software updates,’ but for a human. 

SMP: Perfection is just an update away… 

Research: In the 20th Century, the Avant-Gardists latched onto the idea of mirroring between human and machine, birthing the Russian Constructivist Art Movement, which we gained most of our inspiration from. We characterised the software updates through the mannequins we manipulate for art and drawing. They represent the picture-perfect human and how it can be moulded into any way, shape, or form the artist requires, just like how we create and manipulate technology for our benefit.

The Target Audience

16 – 35 years old, of all genders. This audience will be in late high school, university, or recent graduates/young adults in the early stages of adulthood and career-building. 

This campaign was created for Advertising Industry Practice at RMIT University in 2023, in collaboration with my wonderful teammates Baxter Kay, Esta Perrone, and James Campbell.