Grant Thornton and Kaptcha

Grant Thornton’s ‘Alternatively’ campaign, crafted with Kaptcha, aims to break free from conventional professional services marketing. The hero film, ‘The Button’, was created entirely through artificial intelligence, a first for both the client and the agency. The film’s provocative metaphor, centred around pressing a button to trigger transformation, perfectly embodies the campaign’s bold, challenger spirit.

With live action ruled out due to budget and time constraints, the team embraced AI as raw creative material, refining thousands of outputs through a disciplined, iterative process. The result is a cinematic, brand-safe film that redefines corporate storytelling.

The Button became an instant success, outperforming previous content and positioning Grant Thornton as a daring, innovative brand. The film continues to serve as a cornerstone of its Alternatively platform.

“A game-changer in brand storytelling,” enthused one judge.