Campaign Spotlight

Campaign Spotlight: AI Track is the Sound of the Future for UltraSuperNew Singapore’s Campaign for Storefriendly

Singapore based Self Storage company Storefriendly are helping us to de-clutter our lives in this new campaign created by UltraSuperNew Singapore. ‘Make Space for The Future’ is an integrated brand campaign which from today will run on TV, OOH, online and social media.



The campaign highlights the futuristic aspects of the brand and its service, with its fun characters portraying the diverse demographics of individuals across all age groups – shoe collectors, social butterflies, business owners and more.

The track which accompanies the film, ‘Make Space for the Future’ was created by an A.I. programme with lyrics written using machine learning after showing the program 200 pieces of Storefriendly assets. This bought Gary the GObot to life, who has now become the voice for the brand!

Storefriendly is a brand with a distinct focus on Tech and Innovation as its key differentiators. Customers won’t need a keycard to get access to their belongings, the self-storage facilities are all equipped with the latest facial recognition technology, and helpful automated GObots, named Gary, are on hand to do all the heavy lifting.

The brand aims to help Singaporeans make space for the future by using storage facilities to store ‘every-other-day’ items such as weekend wakeboarding or collector items – in order to declutter their lives and show how life doesn’t need to be dictated by lack of space in apartments/houses

“Re-launching Storefriendly across Singapore, we wanted to prove that self-storage can adapt and innovate with futuristic solutions. Partnering with UltraSuperNew, they pushed us out of our comfort zone with an engaging creative direction and surprising music video that snatches your attention. Perfectly highlighting our automated robots and cutting-edge service to challenge preconceptions on how to best use the space Singaporeans really have at their disposal, – at home and with us.” said Jes Johansen, CEO of Storefriendly.

Sy Chia, Associate Creative Director of UltraSuperNew added: “We used predictive-text keyboards (after feeding it 200 pieces of Storefriendly assets) to create the narrative of this futuristic, Y2K-inspired music video. The campaign’s quirky nature came from experimenting and working closely with Storefriendly, which is an integral part of our agency’s DNA.”


Client: Storefriendly

Creative Agency: UltraSuperNew Singapore

Photography Production: Nemesis Pictures

Film Production: Atypical Films

Post-Production: The Quiet Lab

Music Composition: Pronounced 0000

About UltraSuperNew

UltraSuperNew is an independent creative agency based in Tokyo and Singapore specialising in Film, Design, Activation and Digital. The agency is home to a collective of 60 talented individuals creating brand communications campaigns for TAG Heuer, Adobe, Red Bull, Fuji, Netflix Japan, Heineken, Kiehls, Lego, Puma, EA and Mini.

Partner with adobo Magazine

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