Purga Films' lorem ipsum moment

The non-sensical, bastardised version of Latin used to represent where, eventually, real text should appear is the central element of this new campaign for Purga Studios' newest division, Purga Films.

'Lorem ipsum dolor sit amet' are the only words spoken in this trio of short films from GUT Mexico City as the campaign showcases Purga Films' AI technology. The slogan, “You write the script. We do everything else,” reinforces the studio's message that AI isn’t here to replace human creativity; it’s here to elevate it. 

We may have heard that reasoning many times before but with AI seemingly evolving on a day-to-day basis, the realism of this new campaign is both amazing and slightly terrifying. Whatever your view on AI, the campaign aims to show that, at Purga Films, AI isn’t the artist but a tool capable of executing any story with impeccable craft, even if that story is made of nothing more than filler text.

“The campaign plays with that tension," said Jose Mario Muñoz, ECD at GUT Mexico City. "It proves that today, anything can look incredible, even if the script is entirely placeholder text. And that’s exactly the point: when everything can be executed with a high level of craft, the only thing that truly makes a difference is the story. And that’s Purga Films’ invitation to collaborators,”

The three films take on three different genres; a samurai film [top], a mafia story [above], and a western [below]. But if you think you know the tropes of these genres, well, there're twists we can guarantee you won't see coming. 

“AI has unlocked creative possibilities that once felt unimaginable. But it’s also raised an important question: what happens when anything can be made? For us, the answer is clear. The technology is powerful but it still needs a vision to guide it. You write it, Purga Films makes it real,” adds Sebastian Aspani, Bautista Vidal and Martin and Manuel Montes de Oca, founders of Purga Films.