Walking the AI walk

Nearly half of CEOs say their biggest priority over the next three years is integrating AI into technology platforms, business processes and workflows. (PwC’s 28th Annual Global CEO Survey.) Global digital transformation consultancy UST wanted to drive awareness of its longstanding AI leadership and highlight how AI underpins all its customer solutions.
We helped tell the AI story through the lens of the long-running brand campaign we designed for UST, 'Boundless', which humanises the impact of its technology and amplifies the expertise within its client network. A key pillar of the campaign is 'Boundless Stories', a platform for showcasing UST’s client work in an emotional and cinematic way.
This was a different challenge to the usual client story, however. It meant turning the camera inwards to demonstrate the technological and human strengths UST brings to its clients’ futures.
We created a compelling film around a simple core message: UST believes that to truly help others reimagine their business, it must first walk that path. We interviewed UST thought leaders about their vision for business in an AI world, and how they are transforming their own functions in line with that vision. In keeping with the warmth and authenticity of Boundless, we mixed voices from the C-suite with those of people working hands-on with AI. We interspersed talking heads with eye-catching footage shot at UST’s innovation campus.
The film forms a key element of UST’s paid and social media strategy. It also lives on UST’s website, serving as a call-to-arms that unites customer stories and highlights the business’s AI credentials.
Dennis Constantinou, Vice President Marketing at UST, said: "I’m proud and inspired by how this story captures the heart of UST. Our AI transformation isn’t about hype; it’s about helping teammates, clients, and communities thrive. The emotion you see on screen is real. Our teams are building a future where innovation lifts our colleagues, customers, and the communities they serve. I’m so pleased that the film is raising awareness in the market that UST is an AI leader that businesses can trust."