MIRI – DO NOT ACCEPT

Directed by Alex Takács at ProdCo

‘If anyone builds it, everyone dies’.
Those were the main words that jumped out the page when Don’t Panic briefed us to help mainstream audiences understand where AI development is heading and what’s at stake if we get there.

Big tech is seducing us into a future we’re not getting a say in.
They know the risks.
Ask anyone who works in or around AI what their p(doom) number is and they’ll tell you.
Elon Musk ~20
Dario Amodei 10-25
Paul Christiano 46-50
This is not just a new technological development.
This is an evolutionary moment that threatens the very existence
of humanity.

To rise to the occasion we needed a well-measured, undeniable platform that would establish MIRI – the first AI-safety organisation in the world – as a credible voice in an increasingly hysterical, bi-partisan world.

Next we needed a campaign rooted in potent (human) creativity and craft that would resonate with people regardless of their connection to research, tech and policy. On a global scale.

Inspired by the uneasy dissonance of films like Koyaanisqatsi, we wrote ‘Do not Accept’ as an elegy to life, to remind us of everything we have and everything we need to fight for.

We might not have got Phillip Glass. But we did get ProdCo.

The best brief we’ve ever
worked on.