GoFundMe: Help Changes Everything

‘Help Changes Everything’ is a street-mural-inspired film, illustrating the positive impact that GoFundMe donors have on the world around them. To represent the diverse communities across America, the campaign’s visuals give a universal sense of purpose and belonging, depicting donors and recipients as heroes in ever-evolving streetscapes, where history seems to be unfolding in real-time. But alongside the beautiful spirit of generosity in the storytelling is something equally compelling; a groundbreaking step forward in artificial intelligence based animation. As outlined in GoFundMe’s Year in Help report, in 2022, a donation was made on GoFundMe every single second. To celebrate this, the brand worked with design and innovation agency, AKQA, to create a visual narrative that would show how kindness has the power to help people, and bring real change at the community level. The team worked with a pioneering LA-based director, Paul Trillo of ArtClass, to generate the campaign’s visuals using a combination of cutting-edge technologies, which helped the audience imagine the impact they’re having on real communities. The groundbreaking film production included using a combination of DALL-E for composite layers of visual assets, and Stable Diffusion’s Image-2-Image for frame regeneration of a hand painted aesthetic. It is a bold first from a major brand to take a leap of faith and base their large-scale, paid marketing project on A.I-generative art.