The idea

Growthino's method has six letters: G.R.O.W.T.H. The film gives each letter to one of the team, in their own city, and tells it through one real client: World Study, which helps Arab students study abroad. To a person, its old homepage was beautiful. To AI, it was a blank.

The film

It opens on a video call. World Study's founder, Faraj AL Mestrah, says some of their newest leads found them on ChatGPT. From there it travels Barcelona, Paris, the Red Sea, Cairo and back, one letter at each stop. The results come with their caveat: in 13 days, 20 leads; 5 visitors came from ChatGPT and 4 of them became leads. A signal, not a benchmark.

The look

Quiet and deadpan, in black, white and green. Between scenes a real satellite map pulls out from where one person stands, draws a green line to the next city and dives into the next person's exact spot. AI shots rise over the rooftops and fill an empty Greek theatre for one joke. It ends on the six letters, one at a time, and “Be the answer.”

Map imagery: contains modified Copernicus Sentinel-2 data (ESA WorldCover 2021); PNOA © Instituto Geográfico Nacional; © IGN BD ORTHO; NASA Blue Marble.

Services

Direction
Cinematography
Editing
Map animation
Motion graphics
Sound
Colour