BBC Earth needed to promote "Being Human", a varied series about the incredible potential of the human body and mind. With a limited budget, they required a campaign that was simultaneously impactful and would make people think. It also needed to be translatable across multiple languages for all the territories that BBC Earth serves.

Thinking
Rather than have a human selling the series, our idea was to get an AI robot to watch the series and then describe its amazement and awe when it sees what being human is like.

Doing
We went to Hong Kong with a small crew to film Sophia, the most advanced and humanoid robot available at the time. Our film was intentionally a little Pinocchio-like – after watching the BBC Earth series, Sophia realises she can never quite share in the magic of being human.

The BBC loved it so much that what started as a series of idents, bumpers, social posts and trailers developed into more ambitious content. Sophia was brought to the UK to conduct an interview on Facebook Live with one of the show's stars, the late Dr Michael Mosley.

​It also created the most debate the BBC has ever had on its social platforms when we posted short teasers with the question, "Will robots ever replace humans at work?" 

​Commissioned by AMV BBDO. Directed by Chris Thomas.