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Ingress Prime – Meet the AIs

To launch Ingress Prime, the latest version of the global augmented reality (AR) mobile game from Niantic, we’ve worked with Tool to create real world Artificial Intelligences to recruit new players for the game’s two opposing sides, known as factions.

In an era of fake news and hacking to sway the views of the people of the world, these factions will embark on a propaganda war utilising the opposing AI systems named JARVIS and ADA.

Over the next few weeks, JARVIS and ADA, trained by the games’ players, will improve with every passing day in the art of persuasion in a bid to have their faction (Enlightened or Resistance) take control of the world.

Check back for updates.


Sainsbury’s – The Big Night

Sainsbury’s has premiered its new festive spot, The Big Night, directed by The Greatest Showman’s Michael Gracey.

The school Christmas show set-up follows a young girl nervously stepping on stage before stunning the audience, including her emotional mum, with a stellar rendition of the New Radicals’ classic nineties song, You Get What You Give. The star is supported by a cast of children playing a host of weird and wonderful Christmas characters, from a nativity camel to baubles and presents and even a set of fairy lights – including the plug.

Laura Boothby, Head of Broadcast Marketing at Sainsbury’s, said of the campaign: “This year, we have set out to create an advert that captures the passion, emotion and excitement of the festive season, in a setting that’s familiar to us all – no matter how old we are.

“Customers tell us that what matters most to them at Christmas is spending time together with family and friends and making it truly special for them – and that’s what giving all you’ve got is about.

“We’re honoured to have worked with Michael Gracey and his team this year’s advert. Michael’s credentials from The Greatest Showman and his track record for putting on a real spectacle meant that he was the perfect fit to help us bring the idea to life and encourage the cast to give all they’ve got on stage.”

The film forms part of the brand’s large-scale ‘We give all we’ve got for the ones we love’ Christmas marketing campaign, supported by  radio, print, digital, social and OOH advertising planned around the same message.