You’re Speaking My Language

Snapdragon wanted the Insiders community talking about Compute AI, and the default way in is a spec sheet. We went the other way. Snapdragon Insiders is 12 million people across 112 languages, so the idea was simple: sit two of them down who do not share a single word, and let AI live translation do the rest. 12 million Insiders. 112 languages. One conversation.

The concept only works if the technology disappears, so the production had to solve for eye contact. We cast pairs who spoke different languages, interviewed each one alone first to hear their story, then sat them face to face and projected the live translation and the conversation prompts onto screens behind each person. Nobody looks down at a laptop. You just watch two strangers work out that they are both photographers, in real time, in two languages.

That the translation runs on the device rather than a round trip to the cloud is the whole product story, and it is also why there was no lag to cut around. As Executive Producer I ran the hero film and the teaser, along with a set of virtual chats pairing studio participants with creators in China, Germany and Mexico. Those became three more films, one for each of the AI features the platform handles inside a video call: noise cancellation, background blur and auto-framing.