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BizTrends 2018

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Is the AI apocalypse a real thing?

First Pencil spent the last months of 2016 working with Wunderman Aqua on the Investec Private Bank #MoreThanData campaign and this is what we have to show for it...

Three teasers and a mini documentary that had us talking to some of the smartest people in the country (and also abroad) about whether the AI apocalypse is a real thing (spoiler alert: it’s not).

We shot the teasers in one day across three locations with three cameras and three of the most remarkable individuals who proved that they are more than their collected data.

The doccie was trickier…

We interviewed several experts from as far as Nashville and created an audio bed before locking down our imagery. Who better to pull a script from than the people who ACTUALLY spend their days thinking and working with data?

We ended up with over 13 hours of audio to cut down to 6 minutes before we started hunting for imagery.

We could not have done any of this without the generosity, enthusiasm and patience of all the experts and artists involved.

Have a look - we couldn’t be prouder.

See the complete campaign at

FirstPencil's press office

FirstPencil is a South African production company servicing clients in both Johannesburg and Cape Town. We operate lightly and simply, giving every job the care & attention it deserves, and then some. Never compromising on production values we seek happiness in everything we do: it shows our work & in our treatments.