“Closer Than You Think” pivots on a deceptively simple insight: lemurs, despite their exotic appeal, feel as proximate and relatable as neighborhood pets when framed through personal vignettes. The narrative unfolds slowly, drawing the viewer into a ring-tailed lemur’s curious gaze, its pupils dilating as if challenging the viewer’s perceptions of distance and difference. By intercutting lemur behaviors—like grooming and leaping—with subtle overlays of familiar urban soundscapes, the spot collapses the psychological distance between human and animal worlds, echoing themes we explored in our PETA: “Break Free – Cozy the Gorilla” review.
Under the stewardship of Managing Director Sylvain Tron and Executive Directors Kara O’Halloran and Carlos Ortega, CYLNDR mobilized a lean but versatile crew to capture both pristine close-ups and candid moments from the Duke Lemur Center’s North Carolina habitat. Senior Editor Nick Adcock stitched together shots that felt organically timed to the lemurs’ natural rhythms, while Senior Content Creator Austin Bailey layered in voice-over cues that were sparing yet purposeful. The result is a polished, 4K-grade visual tapestry that feels documentary-authentic despite its compressed production schedule.
The LTX Studio generative AI platform facilitated on-the-fly storyboarding and digital enhancements—such as depth-mapped focus pulls and ethereal light flares—that would otherwise demand weeks of manual VFX work. This allowed Executive Creative Directors Suz Keen and Can Mısırlıoğlu to experiment with color grading and animation layers in real time, ensuring that the final palette complemented the lemurs’ natural fur tones without feeling overly stylized. As noted by Shani Mandel-Laufer of Lightricks, NYFAi showcases how “AI can be a true storytelling partner, from the first spark of an idea to the final frame”.
While “Closer Than You Think” excels in mood and pacing, it occasionally leans on familiar tropes—the wide-eyed animal gaze and sentimental piano sting—that risk cliché. One wonders if, in future iterations, CYLNDR might subvert expectations further: perhaps a cheeky “Lemur Selfie Challenge” hashtag moment or a behind-the-scenes cameo from a researcher in safari gear. Still, where many AI-aided spots feel sterile, this one retains a human heartbeat, reminding us that technology is a means, not an end.
In a year where AI-generated ads have flooded industry awards circuits, “Closer Than You Think” sets itself apart by prioritizing narrative integrity over techno-fetishism. This qualifies it as a hallmark of the “Second Wave AI” trend we identified in our past AI ads reviews, where the focus shifted from novelty to narrative authenticity. It’s a benchmark for nonprofits seeking to marry cutting-edge tools with mission-driven storytelling, proving that efficiency need not compromise empathy.
Conclusion
“Closer Than You Think” is a laudable example of AI advertising done right: it marries technical flair with genuine warmth, prompts action without guilt-tripping, and earns its Gold statuette by merging craft and conscience. As the industry continues to negotiate the promises and pitfalls of generative AI, this campaign will likely serve as a case study in how to keep purpose at the core of innovation.
Credits:
Agency: CYLNDR Studios
Sylvain Tron: Managing Director
Kara O’Halloran: Executive Director, Production
Suz Keen: Executive Creative Director
Can Mısırlıoğlu: Executive Creative Director
Nick Adcock: Senior Editor
Austin Bailey: Senior Content Creator
Carlos Ortega: Associate Creative Director
Nick Brenton: Senior Producer
AI production: LTX Studio
The New York Festivals 2025 press release highlights:
“NYFAi is more than a competition, it’s a window into the evolving landscape of creativity. By fusing the instinct and imagination of world-class creatives with the powerful capabilities of LTX Studio, we’re demonstrating that AI can be a true storytelling partner-from the first spark of an idea to the final frame,” said Shani Mandel-Laufer, VP, Strategy and Business Development at Lightricks. “This year’s participants didn’t just rise to the challenge—they redefined the boundaries of what’s possible. We’re proud to build the tools that help bring these bold, breakthrough ideas to life.”
All campaigns submitted to NYFAi were evaluated by the esteemed 2025 NYFA Executive Jury. Gold, Silver, and Bronze trophies were awarded to the highest-scoring entries, setting a new benchmark for AI-driven storytelling.
“We’re thrilled to see how these talented teams, inspired by the creative brief and empowered by the AI platform, rose to the challenge and delivered standout work at the forefront of AI-powered creativity,” said Scott Rose, President, New York Festivals.
“Congratulations to this year’s winners and thanks to LTX Studio and all who participated in making the inaugural NYFAi such a success.”
“It’s an honor to take home Gold for the inaugural NYFAi competition and be recognized amongst other esteemed industry leaders,” said Sylvain Tron, Managing Director, CYLNDR Studios. “This win not only speaks volumes to the forward-thinking team we’ve assembled at CYLNDR Studios but also the ways in which technology and AI are pushing the industry forward for good, like we were able to do with our Gold-winning work for The Duke Lemur Center.”
Interesting ad. Well done!