Kixx, South Korea’s leading lubricant brand, has launched a groundbreaking global campaign film, “The World Without Lubricants,” to highlight the essential role of lubricants in our everyday lives. This unique video, now available through its official YouTube channel, has been created entirely with generative AI.
Kixx, recognized for its cutting-edge technologies and products such as bio-based lubricants and immersion cooling fluids for data centers, opted to use artificial intelligence in its latest campaign project to represent the business’ commitment to staying ahead of ever-changing trends in both product development and consumer communication. It also serves as a metaphor for the shared characteristics of Kixx and AI – as both enhance efficiency wherever they are applied.
Through this campaign, Kixx aims to showcase its forward-thinking brand value to its global consumer base and those working in the industry.
Starting with the question “What if lubricants were gone?”, the video paints a dynamic picture of a world plunged into devastation due to the sudden absence of lubricants. The video underscores the indispensable role of Kixx – recognized as South Korea’s number one brand in the lubricant category as winner of the country’s First Brand Awards for eight consecutive years – in sustaining a seamless, friction-free society and what would happen if Kixx ever stopped production.
The first half of the film captures the world turning into a dystopia through the imagery of an engine overheating and exploding, abandoned equipment and a devastated city.
This revolutionary video captures the process of the world turning into chaos. Kixx portrays the destruction and despair that would overtake the world if this situation took place in real life, offering viewers stunning and thought-provoking visuals that go beyond the limits of human imagination.
Additionally, the utilization of generative AI also demonstrates Kixx’s commitment to leading advanced technology. The campaign video leverages the latest AI programs such as Luma and Gen 3, while also adopting video editing techniques including morphing, which seamlessly transitions one scene to another, and deforum, which allows AI to reimagine a given image and generate videos interpolating between multiple images and frames. The background music, enhancing the overall mood and the message of the video, was also produced using AI. Through this approach, Kixx immerses consumers in this new world while reducing the video production time compared to traditional methods like filming and 3D graphics.
Unlike typical brand campaign videos that often emphasize positive imagery, this fast-paced campaign film is characterized by its use of destructive and shocking visuals – highlighting the stark contrast between a world with and without lubricants.
The video immediately grabs viewers’ attention by presenting an unrealistic scenario where lubricants suddenly disappear. As lubricants vanish, machinery such as cars, excavators, airplanes and ships – which had otherwise been functioning well – start to break down and overheat. Eventually, the excessive friction caused by the lack of lubrication leads to a world in ruin and leaves society in chaos. Through this dystopian depiction, Kixx demonstrates that all essential machinery in our daily lives cannot function without lubricants.
In the latter part of the video, the mood quickly shifts with a single drop of lubricant entering this devastated world and restoring everything to a smooth and vibrant society. Cars drive throughout the city; industrial machinery operates; and people walk between well-constructed buildings and return to their ordinary routines.
Kixx performs essential roles in our society, with its logo integrated into various structures.
With Kixx performing an essential role in our society, its brand logo has been deliberately integrated into different structures and equipment in the video, highlighting the unseen role that Kixx lubricants play in car engines and different types of machinery.
Kixx, the lubricant brand under GS Caltex, with over 50 years of experience producing and offering a wide range of lubricants, remains at the forefront of the lubricant industry – continuously exploring new methods to enhance customer satisfaction, spanning from product development and digital ad campaigns to vibrant marketing strategies.
You can watch Kixx’s new campaign video on its official YouTube Channel. Additionally, a behind-the-scenes making-of-film will also be released, offering viewers an exclusive glimpse into our creative process.