Artificial intelligence is the future. So Meta created dozens of AI characters, some played by celebrities, to make their new generative AI software more approachable. While many images (denoted with a watermark) were created by Meta’s AI, the team at Laundry Service ideated prompts for the AI and wrote the characters’ stories (as well as their captions) through Instagram posts.
If this project creeps you out or confuses you, you’re not alone. Imagine trying to explain what you do for work to your relatives on Thanksgiving.
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Meta GenAI
Agency: 24/7 Laundry Service
Creative Leads: Alejandro Castro & John Ta
Jr Copywriter: Megan Adams
Jr Art Director: Kaelan Brown
Meta’s generative AI capability takes over social media.
After the launch, my team got to know our five characters. We laughed with them, cried with them, and in a more real way, did neither of those things.
But we did dig deep into their chatbot functions and curated aesthetics, personalities, and posting styles for each one. As the junior copywriter on the team, I concepted post ideas, pitched them to both our CDs and to our CCO and account team, wrote their captions using each unique tone of voice, and even helped out production on shoots for Dylan’s craft reels. If you need tips on Shibori indigo dye, I’m your girl.
Leo
Perry
Brian
Dylan
Carter