How do you turn a product interface feature into a simple human habit? When you need help, just look right. That is where the Alice AI panel appears in Yandex Browser, understands the page context and helps users find information, make sense of it and decide what to do next.
The campaign had to show that Alice AI is available on any page and understands its context. Instead of teaching the interface, it turned the panel’s position on the right into a memorable action.
As Head of Brand and Marketing Communications, I led the marketing framing, positioned the idea and drove the integrated campaign launch.
In every film, the solution appeared exactly where the browser AI panel lives, on the right. “Just look right” explained the product while working as a standalone creative device.
All six film-quality videos were created with AI, without location shoots, set construction, casting or a large production crew.
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