ASUS | MICROSOFT

Empowered by AI

PROBLEM

Concerns around AI were high - people feared it could replace jobs, encourage shortcuts, and invade privacy. Our task was to craft a message that would inspire without triggering fears.

SOLUTION

We build on ASUS's tagline, Always Incredible, and transformed it into You've Always Been Incredible. This shift put the power back in the hands of users, showing AI as a supportive partner that amplifies human potential.

CONCEPT

The message comes to life through
three challenged personas

The Young Entrepreneurs stuck on interior design concept for their first café venture
The Aspiring Intern stutters through his first job interview in a foreign language
The Emerging Artist artist is blindsided by a last-minute just before the show

Transforming lives
with an iconic tune

We reimagined The Blue Danube as a rock anthem to underscore our story of transformation. Like in 2001: A Space Odyssey, the music highlights AI's role in empowering our personas to achieve their dreams.