The tech world is drowning in AI solutions that promise miracles but only deliver frustration. In Red Hat’s “AI, the Intern” campaign we decided to have some fun with this, highlighting the desperate need for AI that actually integrates with existing systems.
The insight
IT leaders aren’t impressed by more AI hype. They want AI that’s practical, plays nice with their current setup, and doesn’t create more headaches. Less disruption, more reliability—seems reasonable, right?
The idea
The campaign personifies AI as an eager intern who, despite her eagerness to be helpful, consistently screws up. The Manager represents the long-suffering IT pro left to clean up the AI’s mess. This approach highlights the very real frustration of AI that “doesn’t get it” and sets Red Hat as the solution that works with you and for you.
Credits
Creative Directors: Jen Wiggs & Nick Burns
Strategy Director: Jacques Oury
Creative Strategist: John Lane
Copywriter: Sunny Lim
Art Director: Karen King
Producer: Doug Smith
RH Producer: Rachel Rooney
Director: Danny Corey
Cinematographer: Kyle Messina
Editors: Brett Abramsky, Kieran Moreira, John Bosco
UX Designer: Rachel Ertel
Account Manager: Paige Johnson
Project manager: Matias Faundez
This is the personal site of Nick Burns and is in no way affiliated with or endorsed by Red Hat, Inc.
