citizenM launches AI-generated video of hotel clichés, to celebrate its own very human approach to hospitality

It seems like with each day a new seismic shift in AI’s capability is announced to a mix of fear and excitement. Last week, it was the launch of new generative AI video software, Runway Gen-2 that caused the latest stir. 

While the fear surrounding the development of AI is understandable, citizenM saw an opportunity to have some fun and try to change the narrative. 

The hotel company, who are always looking for new and disruptive ways of talking about its brand, partnered with KesselsKramer London, and AI director Ai.s.a.m to push the limits of this new technology for their own ends.

This film was created entirely with AI generated video to produce a glitchy pastiche of an outdated luxury hotel.  Cloned concierges, ghoulish guests, warped shower scenes and out-of-this-world buffets as imagined by AI are contrasted with the reality of citizenM, a brand which bills itself as fundamentally human-centric, simple and luxurious.

"We want to encourage people to look past the dreary realm of AI-generated mediocrity and step into the vibrant embrace of a citizenM hotel, where genuine human connection awaits, courtesy of our warm and welcoming ambassadors," says Chief Brand Officer, Robin Chadha.

“In creating the film, as holes appeared in what was possible with the software at this nascent stage, the fallibility of the software played to our advantage,” says senior creative at KesselsKramer, Charlie Bowden.

Creative Director at KesselsKramer London, Dave Bell, adds, “AI is treated as a science, but there’s more art to it than people realise, or at least talk about. This project has really excited us to see how we can break the software and create something new.”

The film will be launched on citizenM’s YouTube, and rolled across additional social media channels soon.

FILES & ASSETS CAN BE FOUND HERE

ABOUT CITIZENM HOTELS

citizenM was launched in 2008 with a purpose – to disrupt the traditional hotel industry and create a hotel for the modern travellers, giving them everything they need and nothing they don’t. citizenM founder,  Rattan Chadha called this philosophy ‘affordable luxury for the people’. Today, citizenM’s portfolio includes 31 hotels in 18 cities, across 3 continents.

www.citizenM.com

@citizenM 

ABOUT KESSELSKRAMER

KesselsKramer was founded in Amsterdam in 1996 with a goal to create radically honest work for their clients. Their London offshoot was founded 12 years later as KK Outlet, since then, the team of creatives has expanded to 16, now known as KesselsKramer London. KesselsKramer helps people, brands and organisations communicate more clearly, effectively and funnily. There’s madness in our method. 

www.kesselskramer.com

@kesselskramerlondon