{"id":429,"date":"2026-08-28T17:19:42","date_gmt":"2026-08-28T15:19:42","guid":{"rendered":"https:\/\/fwilliander.se\/portfolio\/?post_type=dm_project&p=429"},"modified":"2026-08-28T17:19:42","modified_gmt":"2026-08-28T15:19:42","slug":"publicis-groupe-one-to-one-wishes","status":"publish","type":"dm_project","link":"https:\/\/fwilliander.se\/portfolio\/project\/publicis-groupe-one-to-one-wishes\/","title":{"rendered":"Publicis Groupe \u2014 One-to-One Wishes"},"content":{"rendered":"

The idea<\/h3>\n

Publicis normally makes one New Year’s film. In 2024 we made one for every employee instead. All 100,000 of them. Because making one normal film would have been suspiciously sensible.<\/p>\n

Voluntary information from each person’s Marcel profile helped decide the language, leader, interests, jokes and generated scenarios. The result was a personal thank-you starring Arthur Sadoun, his AI twin and other Publicis leaders in situations made for the person watching.<\/p>\n

My bit<\/h3>\n

I helped build the creative-technology pipeline behind the 100,000 films. It turned employee data into scripts, jokes, voices, AI-generated scenes and final videos in the recipient’s language. This was early generative video, when four consistent seconds could feel like a small miracle, so naturally we decided to do it 100,000 times.<\/p>\n

Did it work?<\/h3>\n

Publicis produced a separate film for every employee, the system covered 35 languages. Publicis later used Wishes as a visible lead-in to its CoreAI strategy presentation: a useful demonstration that personalized AI production could work at Groupe scale.<\/p>\n

Shiny things<\/h3>\n

No major creative award for this exact project has been found. Little Black Book did include the story among its most-read European work of 2024, which is lovely, but is not secretly a Lion.<\/p>\n

People who made it happen<\/h3>\n

Publicis Groupe, Le Truc, Saatchi & Saatchi Canada, PXP, Prodigious and Harbor.<\/p>\n

Elsewhere on the internet<\/h3>\n