In 2023, deepfakes crossed from novelty into genuine threat, and most brands were either ignoring it or making it sound like science fiction. Intel had built something real: Certified Human, a media verification technology that could authenticate whether content was AI-generated or captured by a human. Our job was to launch it globally.
We combined expert voices, social storytelling, and branded content to not only explain the power of the technology, but demonstrate why the world needed it.
The campaign launched globally and earned five Cannes Lions, including:
2023 Gold Lion - Creative B2B
2023 2x Silver Lion - B2B Market Disruption, Brand Experience & Activation
2023 2x Bronze Lion - Creative Data, Creative Business Transformation
Hero Documentary
Roles: Senior copywriter
Campaign concept, long-form copy, social storytelling, scriptwriting.
@intel Can you spot the deepfake? #Deepfake #Intel #guesstheanswer #TechTok ♬ Jumping Jacks - Vermair
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