Be the ''I'' in AI

Mindrift (part of Toloka) is a platform where human experts with diverse skills train AI models. The challenge was to humanize a tech-heavy brand, shifting the focus from algorithms to the "AI Tutors" behind them. We needed to prove that AI doesn't replace professionals, but relies on them.

Since Mindrift’s audience changes constantly with the industry's demands, agility was non-negotiable. Our solution was a “living” content strategy: we filmed a master-asset to anchor the emotional tone, then deployed Generative AI to visually modulate the protagonist’s context. This allowed us to speak to different targets (medical, legal, coding…) starting from one single source, increasing connection to specific users.