Storefriendly proves self-storage can be innovative with film created by AI

Singapore-based self-storage company Storefriendly has launched a film created by an artificial intelligence (AI) programme. It is part of integrated brand campaign, "Make Space for The Future", which will run across TV, OOH, online and social media.

The one-minute music video features a soundtrack with lyrics written through machine learning after feeding the programme 200 pieces of Storefriendly assets. In the video, Storefriendly’s own automated storage robot Gary the GObot teaches viewers how to de-clutter their lives. The video has garnered 6,000 views in under a week. According to a press release, Gary the GObot will be the "voice" of the brand moving forward.

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The campaign created by UltraSuperNew aims to highlight the futuristic aspects of the brand and its service, with its fun characters portraying the diverse demographics of individuals across all age groups such as shoe collectors, social butterflies, and business owners.

Storefriendly, which sees technology and innovation as its key differentiators, offer self-storage facilities equipped with facial recognition technology, as well as automated GObots, named Gary, to do the heavy lifting. Through the campaign, it encourages Singaporeans to use storage facilities to store "every other day" items such as weekend wakeboarding or collector items and show how life does not need to be dictated by lack of space in houses.

Storefriendly CEO Jes Johansen said the brand was looking to prove that self-storage can adapt and innovate with futuristic solutions. He added that UltraSuperNew has delivered an engaging creative direction, producing a surprising music video that snatches viewers' attention and challenges preconceptions on how to best use the space Singaporeans really have at their disposal, at home and with Storefriendly.

Sy Chia, associate creative director at UltraSuperNew said the agency used predictive-text keyboards to create the narrative of the "futuristic, Y2K-inspired" music video. "The campaign’s quirky nature came from experimenting and working closely with Storefriendly, which is an integral part of our agency’s DNA,” she explained.

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