Ultimo helps manufacturing and utilities businesses manage and maintain their machinery and vehicle assets . They are introducing new AI integration into their software (assisted troubleshooting, automated work instruction creation, purpose-built Digital Coworkers etc) and as such now want to be seen as an AI leader. 

The brief: a “modern” brand awareness campaign with AI at the core of the message
to demonstrate their new system, focussing on targeting CXOs.

The challenge: go bigger, bolder and better. They wanted the concept to be evocative,
to make them feel ‘uncomfortable’ in comparison to what they have done in the past.

Our thinking: The AI world is regarded as a kind of modern sorcery – but boards are looking for real, tangible use cases, not magic. So, we painted Ultimo as the antithesis
to this performative AI stereotype.