| London-based creative agency Don't Panic has partnered with the Machine Intelligence Research Institute (MIRI) to launch 'Do Not Accept', a major global campaign challenging the race towards artificial superintelligence (ASI). Directed by Alex Takács, 'Do Not Accept' uses globally crowdsourced footage, cinematic storytelling and striking visual effects to explore what's at stake in humanity's technological future. At the center of the campaign is an ambitious film directed by Alex Takács through ProdCo, bringing together 71 real human moments from 19 countries to celebrate everything that makes humanity worth protecting. Rather than turning to familiar dystopian science-fiction imagery, the film takes a distinctly human approach. From intimate everyday interactions to extraordinary moments of joy, connection and discovery, it creates a cinematic portrait of life as we know it. The production began with an international open call for 'humanity's best footage', generating more than 1,300 submissions from around the world. The final film combines this crowdsourced material into an emotionally charged montage that showcases the beauty, unpredictability and diversity of human existence. This celebration of humanity is interrupted by the arrival of the terms and conditions of artificial superintelligence, exposing the potentially irreversible risks of a technology being developed without meaningful public consent. The creative idea draws on a universally recognizable behavior: blindly accepting the terms and conditions of the technology we use every day. 'Do Not Accept' transforms that familiar interaction into a provocative warning about the future of AI. A recurring X motif runs throughout the campaign, initially representing the acceptance of terms and conditions before evolving into a visual symbol of extinction, erasing people from their surroundings.  George McCallum, Creative Director at Don't Panic, comments: "At a time where AI is touted as the next best tool in a creative's toolbox, this campaign looks more closely at its dangers. It rejects the assumption that all technological progress is positive. It asks us to be curious, to step in and question, in a way only humans can." Produced by ProdCo, the film brings together an international creative and production team, with editing by House Post, post-production and VFX by 1080p, colour by TMLS and sound by Klankwerk. The campaign is running across premium US cinema placements, social media and New York City subway advertising, directing audiences to donotaccept.ai to explore the risks associated with artificial superintelligence. Ultimately, 'Do Not Accept' sets out to challenge the assumption that the development of artificial superintelligence is inevitable, asking whether humanity should have a greater say in the technology shaping its future. CREDITS Creative agency: Don't Panic Client: Machine Intelligence Research Institute (MIRI) Production company: ProdCo Director: Alex Takács Consultant Director: Ian Pons Jewell Creative Directors: George McCallum and Georgia Stephenson Executive Producer (Agency): Chloe Shaw Producer: Polly Du Plessis Director of Archival Research: Rudá Santos Editing: House Post Editor: Andrew Litten Post-production/VFX: 1080p Colour: TMLS Studio Colourist: Didrik Bråthen Sound design and final mix: Klankwerk Composer: Thomas Houthave and Arthur Brouns Campaign website: https://donotaccept.ai |
Don't Panic and ProdCo Challenge the Race Towards AI Superintelligence in "Do Not Accept"
