Faith Decoded
Preachers who do not exist are gathering real congregations online. Estadão, one of Brazil's national dailies, went looking for them.
Play case film — sound on2:15- Client
- Estadão Blue Studio
- Agency
- Africa Creative DDB
- Role
- Motion Design
- Year
- 2026
The brief
AI-generated monks, priests and rabbis are passing as real spiritual voices, and the followings they gather are real. One of them has 2.5 million followers.
The idea
Turn the technology on itself. Three AI prophets were built for the piece, a rabbi, a monk and a priest, each one saying on camera that it is not real and sending people to a platform where AI and human experts verify whether any spiritual profile is human or synthetic. Paste the handle.
The result
362 profiles analysed in under a month, reaching 13.7 million followers between them. Religious leaders spoke up, and the piece ends on the line it is for: your right to believe, and your right to know who is behind it.
Credits
Creative Leadership — Sergio Gordilho
Design / Art Direction — Hugo Aranha, Cleber Pereira
Creative Idea / Content — Patricia Colombo
Creative Team — Paulo Aguiar, Adriano Nuevo, Guilherme Bovo
Project Management — Shari Saber
Case Editing — Fernando Faria Freitas, José Ernesto Silva Neto
Motion Design — Edu Menezes / Grupo Caipe
Photography — Marcelo Martins
Sound — Denis Melito
Client Approval — Monalisa Sorio, Regina Fogo, Luis Fernando Bovo
