Created in collaboration with Acorn Strategy, the film uses generated AI throughout the production process to reflect the bank's emphasis on modern technology-enabled solutions.
Targeting entrepreneurs, small businesses and freelancers, the campaign aims to convey Ruya's core message. Banking is simple and efficient and needs to be tailored to the pace of today's business needs. The film tells the story of Luya as an alternative to the traditional banking system, and introduces the everyday business owners who manage their businesses.
https://www.youtube.com/watch?v=9odn5wmw4gc
In line with this positioning, production took a deliberately unconventional route. The team used AI tools such as ChatGpt to script enhancements, and platforms such as 11 labs, Kling.AI, Runway, Mystic 2.5, Topaz, and more for visual creation. All images were generated by AI, but creative concepts and editing were led by human teams.
“The film represents an innovative step for the Islamic banking sector,” said Christoph Koster, CEO of Ruya. “As a digital-first Islamic bank, we believe that technology doesn't complicate it, we need to simplify life. Embracing AI in marketing is a natural extension of the advanced spirit as it reflects how it operates as a brand and banking should evolve.
According to Ruya, the campaign forms part of a larger communications strategy aimed at reaching business customers through digital channels. Early performance figures show over 432,000 views on YouTube and over 1.2 million views on meta platforms.
The campaign also strengthens Ruya's positioning within the Islamic financial environment and provides digital-first services built on the principles of transparency, equity and ethical banking. All you need to do is currently living across Ruya's digital and social platforms.
