Chapter 01
The challenge
TBWA Istanbul was developing a major campaign for Molfix, Türkiye's leading baby-care brand. The concept centered on celebrity couple Kıvanç Tatlıtuğ and Başak Dizer in intimate moments of parenthood.
Before committing to a full shoot, TBWA needed to test the creative with consumers. The catch: they wanted videos that already sounded like the celebrities, not placeholder voices to be replaced later.
Getting A-list talent into a studio for test content is a scheduling nightmare and a budget problem. Traditional pre-production would mean rough storyboards and generic voiceover, making it impossible to truly gauge audience reaction.
Chapter 02
The solution
Using publicly available interviews, NewFrame trained AI voice models for both Kıvanç and Başak. The result: synthetic voices indistinguishable from the real thing, delivering the exact script the agency needed.
Madison handled the visuals. Character likenesses were generated and refined through multiple iterations with TBWA's art director. Each frame captured the warmth of the campaign: soft lighting, intimate family moments, the signature Molfix blue.
Four videos shipped: two storylines, each with a long and short version. Voice timing was synchronized with lip movements. Background music was AI-composed to match each scene's emotional beat.
Chapter 03
The results
All four videos shipped to consumer testing. The brand signed off without hesitation.
Production time
Traditional: 6 to 8 weeks
Production cost
Traditional: $30 to 50K
Celebrity audio
Placeholder audio
For the first time, TBWA tested creative that sounded exactly like the final product would. No more guessing how consumers would react to celebrity delivery. No more placeholder voices muddying the research.
We tested consumer reaction to the actual celebrity voices before booking a single studio day. That's never been possible before.
TBWA Istanbul
Creative team
