Working with the Pika internal creative team, we set out to show how the social-first AI platform puts this control in users hands. In a launch campaign that defies norms for the AI category, Pika shows users how swapping and morphing pieces of their reality can transform their entire outlook.

Imagine an escape so engrossing that you completely tune out everything else happening around you. That’s the power of Pika. Not everything can be fun, but everything about Pika is fun.

The story taps into the current moment and our collective mindset in a renegade and provocative way. It also challenges who AI is for by putting a flag in the ground that Pika is AI for everyone who uses social media (everyone!) and not just for early AI adopters.

The film, created through a traditional, live action shoot, demonstrates how Pika augments and enhances your own real-world content in a surprising and renegade way.

To support the brand campaign launch, Ceiling Train worked with Pika to develop a suite of templates, Pikaffects, that allow users to engross themselves in the campaign content and imagine their own reality. Eat a rat skewer. Turn your litter box into a zen garden. Emerge from an apocalyptic landscape. Users can defy reality in their own content by making themes from the launch their own.