Ratvertising

Ratvertising was born from a personal frustration with the creative industry, especially in advertising agencies, where stress, burnout and endless productivity are not only normalized, but often celebrated.
I wanted to talk about that world without pointing fingers. Turning creatives into lab rats allowed me to observe it with distance and irony. The tone is cold and clinical, a fake behavioural study, but the content is painfully familiar. The result is a contradiction I love: the more absurd it gets, the more real it feels.
At the same time, I wanted to explore our current relationship with AI. These tools are supposed to make our lives easier, help us work faster so we can rest more, create more freely, live better. But that promise comes with a cost. The faster we get, the more we’re expected to produce. More, faster, always on.
So I decided to go all in and make Ratvertising entirely with AI. From the concept and script to the voices, the animation, the music, even the tiniest sound effects. Not as a technical exercise, but because I think the medium reinforces the message: AI isn’t here to replace us… it might just push us to squeeze even more out of ourselves.
I don’t have answers. But I do have questions. And Ratvertising is one of them. I hope it sparks a smile, a thought, or even just a pause.
Because if a rat keeps running in the wheel… is it because it wants to, because it has to, or because it doesn’t know how to stop?