The Problem
Enterprise talent services in Japan are a trust business, and trust favours the incumbents. HR buyers default to the established names, which makes brand awareness for a newer entrant genuinely hard to win.
The campaign faced two connected challenges:
- The market is skeptical of new names. C-level executives choosing a talent partner reach for reputation first. A newer service has to communicate reliability before it can communicate features.
- The message had to work across very different surfaces. A single idea needed to carry a 25-second taxi screen, sub-10-second social cuts, and a text-heavy enterprise landing page - each with different attention spans and expectations.
The overarching challenge: give Sollective Biz a brand presence credible enough to sit alongside the incumbents, and a message sharp enough to land in seconds.
The Idea
The concept started from a single insight. Every company right now is asking what AI can replace. We flipped the question: the one thing it can't replace is the human touch - the peace of mind of knowing a real professional has your back.
Tools keep evolving. The judgment of the people who know how to use those tools for real business impact does not. That became the spine of the campaign, and it earned Sollective Biz a rare position - a talent company that acknowledges AI head-on instead of pretending it isn't reshaping the market.
Concepting
Defining the story before committing to production
We started wide - 10 to 15 concepts, each worked up as a storyboard - then narrowed to three we believed would land hardest with an executive audience.
A real production constraint shaped that funnel. AI video generation has limits: it struggles to render text accurately, and it loses visual consistency the moment a scene holds more than two or three subjects. Rather than fight those limits, we designed around them, selecting concepts that played to what the pipeline could deliver reliably.
We took two concepts into production and released one: two coworkers working out a problem in the office. Minimal setup, two clear characters, and the scenario closest to our audience's daily reality.
Ad Production
An AI-generated, hand-finished workflow
The ad is AI-generated but hand-finished - a new kind of production pipeline. The work spanned concept development, character casting, and video production in Weavy: generating scenes, pulling camera stills, and converting those into advertisement-ready shots.
The generated output was a starting point, not the finish. The craft lived in the finishing layer:
- Manual editing and VFX compositing to bring shots up to a polished, broadcast standard.
- Voiceover generation tuned to match each character's tone and cadence.
The result was a broadcast-quality ad produced through an AI-native pipeline - a very different muscle from traditional product work, and the part of the project that showed how far a small team can push modern tooling.
LP Redesign
Designing for credibility, not just clarity
The second half of the project was a full redesign of the enterprise-facing landing page, built in Framer. The old design lacked a strong identity, so we treated the redesign as a chance to define a more robust brand system for Sollective's business communications - building on the assets from the taxi ad and adding a custom illustration style.
The core design challenge was trust. The page is inherently text- and process-heavy, explaining how the enterprise service works, and that content had to feel digestible and, above all, credible. In a market where buyers default to the incumbents, the page has to communicate reliability before it communicates features.
Campaign Reach
The campaign went live in June across taxi screens, YouTube, and social, with the redesigned landing page shipping alongside it.
- 742,000+ views on the ad across placements.
- Four cuts produced - 25, 15, 10, and 5 seconds - so the message could flex across every placement.
- A proper brand system now runs the enterprise site, replacing a visual patchwork.
Key Takeaways
- Positioning can turn a threat into an asset. Naming AI directly, then arguing for the human judgment behind it, gave a newer brand a confident, distinctive stance in a conservative market.
- Constraints shape better concepts. Designing around the limits of AI video - rather than against them - produced a sharper, more focused ad than a wider net would have.
- AI accelerates production; craft still finishes it. The generated footage was a foundation. Editing, compositing, and voice work were where the quality came from.
- Range is the through-line. Brand, film, and an AI-native pipeline in one project - a different discipline from product UI work, unified by the same goal of building trust.