Letterboxd
Actual Intelligence.
What is Letterboxd?
Letterboxd is a global social network for grass-roots film discussion and discovery. It was launched as an app focused on sharing opinions and love of film. It’s used as a diary to record and share your opinion about films as you watch them, or just to keep track of films you’ve seen in the past. The app allows users to share their taste in films and showcase their favorites on their profile page.
Art Direction & Copywriting: Oliver Pollock, Ringo Joon & Amber King
Manifesto
The future is coming! Hallelujah!
Artificial intelligence is advancing and making decisions soooo much easier for all of us. From virtual assistants, to data security, to self-driving cars to… an A.I. Netflix recommendation? Hmm.
OK, let’s be real, why must this - so called - intelligent algorithm choose EVERYTHING for us? Is A.I. going to make my movie choices THAT much easier? Um… no. And why does its recommendations kind of suck? Probably because it didn’t watch or feel and connect emotionally with that movie.
Let’s keep human stories where they belong. In the hands of humans. Letterboxd makes it easy to make your own curated lists, and cross-reference that list with the other real human minds of friends, relatives, and beyond. So down with Artificial! We stand for Actual Intelligence.
Insight: There is nothing better than picking a movie that is recommended for you by real people. Artificial intelligence has no place in recommending movies it hasn’t seen.
Audience: Film enthusiasts aged 25-30 who are looking for authentic and genuine discussions.
When asked what A.I. thought of this film, this is literally what is gave us. How accurate do you think it will be at recommending movies you like? With Letterboxd, real humans still pick, rate, and review real movies. Really. Nothing against A.I. It just can’t do everything.
Film recommendations powered by Actual Intelligence.
Literal Movie Posters
We had AI make movie posters of what it thought popular movies were actually about (using Midjourney and other AI tools, plus the Adobe creative suite to add original elements.
OOH
Activation
A.I. Admits
Contrary to popular belief, artificial intelligence, despite it’s remarkable capabilities, falls short in certain domains, and one such area is the subjective realm of movies. When we posed the question of the greatest film of all time to ChatGPT, it became evident that the intricacies of cinematic artistry and personal preferences eluded its algorithmic grasp.
A.I. Disaster Movie Marathon
A movie marathon of films inspired by the literal movie posters from this campaign. Here, film students will be able to really show how A.I. simply doesn’t know movies.
Social
A.I. Reacts
Take to social media and really push the uncanny feeling of A.I.’s actual reaction to a very human (emotional) scene from some of the most popular films of our time.
What Movies Make You?
The only place A.I. belongs is giving you suggestions that lead to real suggestions…
Letterboxd will release a year end summary of your stats and favorite movies, from the mind of A.I. At the end of the summary, it will suggest a Letterboxd user to use as inspiration for the next year of movies.
