Nothing Translates a Human Like a Human

At a time when artificial intelligence (AI) dominates the headlines, the campaign aims to shine a spotlight on the role of humans in the advancement of technology.

Translated, a provider of AI-powered language solutions has launched a campaign film about “the human ability to translate what is beyond words.”

According to the company, the brand insight reveals that humans engage in translation every day, often without even realizing it. We decode languages that extend beyond mere words, enabled by our cultures, experiences, and beliefs. As humans, we remember, we imagine, and we interpret, all based on our unique perspectives. The essence of our humanity is impossible to translate any other way.

At a time when artificial intelligence (AI) dominates the headlines, the campaign aims to shine a spotlight on the role of humans in the advancement of technology.


 

Directed by Martin Werner through Mercurio Production, the spot is a moving collage of human interactions without the use of words, and highlights everyone’s ability to translate what is not expressed in words.

A team of 48 professional translators from the Translated linguistic pool in twelve countries, rooted in their respective regions, validated the authenticity of the multicultural actors’ body language and facial expressions in the film. They analyzed the impact of gestures on their cultures, discussing meaning, cultural sensitivities, cultural nuances, and the effectiveness of gestures.

The track is an original score by Michele Braga.


 

Translated have been working with AI since founded in 1999 by tech entrepreneur Marco Trombetti. The technology allows the perfect symbiosis between man and machine, giving their professional translators a tool to work better and faster. The ‘Human Touch’ campaign emphasizes the brand’s ethos that no technology advances or matters without the crucial role of people.

Marco Trombetti, Co-founder & CEO Translated commented: “Language is the most important factor in human evolution, and yet the full potential of language has not been unlocked. Ensuring that everyone can understand and be understood is one of the most impactful pursuits. We believe in humans, and in their crucial role in leading the future of technology.”

Isabelle Andrieu, Co-founder & Chairwoman Translated added: “There’s nothing more inherently human than our delicate yet intricate nature. Now, at this perfect moment, we celebrate our uniqueness, embracing both our fragility and complexity. Empowered by technology, we have the potential to elevate ourselves and achieve remarkable feats.”

Federica Ariagno, Founder & Executive Creative Director AUGE added: “With this campaign we wanted to reposition Translated’s pioneering status while changing the global conversation on A.I., and the way we see relationship with it. We believe that creativity, along with a strong insight, is still the greatest power to shift culture, and will always be.”

‘Human Touch’ will run in Belgium, China, Denmark, France, Germany, Holland, Italy, Japan, Mexico, Norway, Poland, Portugal, Qatar, South Korea, Spain, Sweden, UAE, UK and North and South America.


Credits

Brand/Company: Translated
CEO/Co-Founder: Marco Trombetti
Chairwoman/ Co-Founder: Isabelle Andrieu
Brand & Creative VP: Patrizia Boglione

Agency: AUGE Communication
ECD: Federica Ariagno, Giorgio Natale
Creative Supervisor/Copywriter: Riccardo Stazione
Art Director: Alessandro Borrelli
Producer: Jessica Ferguson

Director : Martin Werner
Dop : Tommaso Terigi

“Human Touch” Original Score
Music: Michele Braga
Lyrics and Voice: Bea Sanjust
©Tabula Rasa Edizioni Musicali

Production Company: Mercurio Film
Executive Producer : Luca Fanfani
Production Manager : Daniele Pau
Producer : Martina Perversi
Assistant Producer : Veronica Tremolada
Stylist : Valentina Mezzani
Set Designer : Stella Lombardo
Post Producer : Roberta Caimi
Editor : Eleonora Cao
Colorist : Daniel Pallucca

Post Production video : Iggy Post
Post Production audio : The Log

 

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