80 to Infinity

The Ask:
The objective of this campaign was to increase brand awareness and position SD Worx as a bold, inspiring, and visionary leader in HR & Payroll. Marking the company’s 80th anniversary, the campaign aimed to spark conversations about the future of HR, maximizing impressions to reach as many viewers as possible.

Insight showed that HR professionals and business leaders are often focused on immediate challenges—compliance, payroll, and talent management—leaving little space to consider the distant future of work. While curiosity exists, time and mental bandwidth are limited. This campaign gave them permission to dream about HR in 80 years, using AI as a creative enabler to showcase bold, unexpected, and inspiring possibilities for the future of work.

Additionally, the ask included creating a film to celebrate 80 years of leadership in HR, imagining what HR and SD Worx could look like 80 or even 800 years in the future, while demonstrating that the company’s core pillars and values remain unchanged over time.

The Answer:
We approached the execution by leveraging the future-focused concept and AI technology to balance ambition with practical production needs. Initially, creating a live-action film with special effects and animation would have required a huge budget, extensive time, and complex production. Instead, we chose AI to bring the future to life, enabling us to create a full film efficiently while retaining cinematic quality.

This was BearJam’s first fully AI-driven film, but the production process mirrored traditional filmmaking:

• Developed the concept and narrative

• Wrote the script

• Planned the story structure as in any live-action production

Instead of traditional storyboards and shooting on set, we used AI to generate visuals from prompts, integrating creativity and cutting-edge technology.

The campaign brought the vision to life through a consistent, hyper-real visual style—elegant, clean, and cinematic. Aspirational and thought-provoking, it was rooted in possibility rather than fantasy. Key design and storytelling choices included:

• Goggles as a recurring motif to transition between scenes and perspectives

• Infinity symbol HUD serving as both a literal and metaphorical lens to envision the future

• Hyper-real environments, from smart workspaces to wellbeing hubs, reflecting the evolution of HR

• Emphasis on diversity, inclusion, and progress, with SD Worx’s brand palette subtly integrated into lighting, design elements, and UI details

• Tonally, the campaign was confident, optimistic, and forward-thinking, designed to inspire curiosity

By combining AI innovation with strong narrative and cinematic execution, the campaign positioned SD Worx as a visionary leader, inviting viewers to imagine what HR could look like in the next 80 years and beyond.