A new campaign from Diabetes Canada expands the non-profit organization’s message of resilience with an assist from artificial intelligence.

Created in collaboration with Grey Canada, the “Type Resilient” campaign leans on a mix of generative AI and traditional production to create an M.C. Escher-esque portrayal of the daily the struggles that millions of Canadians with diabetes face daily.

J.J. Bresolin, executive director of marketing and brand at Diabetes Canada, tells strategy that AI played a part from brief to final product, with the “infinite staircase” motif arising early in the creative process. While actors living with diabetes were cast to perform their parts in studio, AI added the final layer of imagery to place the a protagonists in a sprawling, maze-like environment.

“The challenge was to put on screen that infinite environment, that expansive environment where a person living with diabetes is navigating those many, many decisions that, to other people, are silent, or invisible, and so AI allowed us to do that,” Bresolin says.

Fernando Hernandez, executive creative director at Grey Canada, tells strategy that while it’s a thrill working with AI’s fast evolving capabilities, the shop is still assessing how best to integrate it into alongside more traditional methods of production. While he believes the tech is here to stay, Hernandez says AI is currently “a new layer of creativity and craft, not a shortcut” and that it’s important for agencies, clients and production partners to be transparent about its use.

“AI gave us flexibility in both production and post-production that wouldn’t otherwise have been possible. That said, it’s not a one-size-fits-all solution,” Hernandez says. “Whether AI makes sense really depends on the nature of the idea and the level of craft required. It’s a tool that can expand possibilities, but it still needs to be applied thoughtfully.”

The campaign is rolling out with digital video and static display ads across social networks along with OOH activations. Corus is providing in-kind linear TV placements across its networks.

The Aber Group worked on media planning and buying and Environics Analytics conducted market research.

Diabetes Canada is also collaborating with Canadian content creators such as parenting and lifestyle influencer Matt Beauchamp, actress Jenna Warren and comedian and influencer Taylor Efford to tell their personal stories of living with diabetes.

Bresolin says it was important for the production to touch on the authentic experiences and challenges that the condition presents in everyday life.

“Things like a person managing a late-night low, we wanted to get that right so that when a person with diabetes sees it, they say, ‘Yes, that’s accurate,'” Bresolin says. “Because part of the goal here is to really ensure that we convey the message, ‘Hey, we get it. We understand this is a 24-7 condition. We see you. We get you. You’re not alone.'”