Beko: Commercial with artificial intelligence shows the power of nature

European home appliance brand Beko uses artificial intelligence (AI) technology in a new way, combining this expressive digital tool with the beauty of nature for its new commercial

Beko wants to focus on inspiring future generations to live healthier lives - which is only possible by living more sustainably and working towards a healthier planet. Every action and every product used, has an impact on nature. With technologies that are more sustainable for the environment, Beko strives to reduce the ecological footprint step by step.

To get this message across, development and production company Seyhan Lee produced a 60-second video. It aims to reinforce Beko's brand message, communicate the company's sustainability initiatives and show how Beko uses state-of-the-art technology and supply chain management in its factories around the world.

The video uses artificial intelligence to create a sense of connection with nature. As such, it not only represents a stylistic leap for Beko, but is also one of the company's first marketing projects that does not feature products.

Seyhan Lee created tens of thousands of individual images from objects such as shells, leaves and other natural objects to provide a foundation for the AI program to draw from and create its own interpretation of scenes from nature. This resulted in a sequence of transitions that show the images created by the AI - including blooming flowers, seashells, rushing ocean waves - blending into each other to create a distinctive image.

Zeynep Yalim Uzun, Chief Marketing Officer at Arçelik, says: "At Beko, sustainability is at the heart of our business activities. We wanted to create an impactful film that expresses our vision while inspiring thought and engagement. Our goal was to create content that would engage, encourage and motivate people to join us on our sustainability journey."

"An algorithm sees the overall visual picture".

Creative Director Pinar Seyhan Demirdag adds, "One of the most wonderful things about AI videos is that unlike humans, AI makes no distinction between objects. Humans perceive themselves as separate from their surroundings. An algorithm, however, sees the overall visual picture. That's why AI can create images where elements merge and become one, which would be impossible for the human imagination."

Beko is the international home appliance brand of Arçelik, which is represented in more than 130 countries. The company's product range includes large appliances, air conditioners and small appliances.

Seyhan Lee specializes in A.I. films and other visual technologies and storytelling in film, music, fashion, theater, motion graphics, gaming. Stories that are visually relevant and socially significant.