fixerstudios®

Client work / Sundae Labs PBC

AGNi.
The Oath.

Launch strategy, creative direction and a 60-second AI film. One integrated team. Launched July 4, 2026.

From first conversation to final master: roughly four weeks.

13 daysProduction to launch
60 secEntirely AI-produced
1 teamFrom strategy to film
AGNi — The Oath: a vast, dark auction house filled with people at illuminated computer screens

01 / The challenge

Make people
feel it.

AGNi is a genuinely new kind of technology. It's an AI made for one person. You. It lives on your device, learns only from you, and reports only to you. One half turns inward and learns you, showing you the patterns you can't see in yourself — because you can't change what you can't see. The other half turns outward and handles the world on your behalf, without ever letting the world back in. Your mirror and your armor.

It took us weeks of study to get our heads around it. But an audience would only give us thirty seconds. The challenge was not explaining AGNi. It was making people feel it before they understood it.

AGNi — The Oath: a man watching a screen in the cool-blue light of the auction house
AGNi — The Oath: a woman raises an illuminated bidding paddle in the dark auction house
AGNi — The Oath: close-up of a woman with screen imagery reflected in her glasses
AGNi — The Oath: a man studies a screen, with images reflected in his glasses

02 / The creative approach

Trust had to
come first.

Nobody hands their inner life to a machine they don't trust, and no amount of explaining the technology would earn it for us. We led with the armor. The mirror is the deeper half of the idea, but it needs teaching, and a launch moment doesn't have that luxury. Armor is understood instantly, by anyone.

So we made a film about what life looks like without it — a vast auction house where a person's memories, interactions, voice and confessions are sold to bidders harvesting the information for the financial benefit of faceless corporations.

At the cross-over point — where the bidding ends and AGNi's armor kicks in — we proposed that AGNi make its promises to its users in public, as an oath. We wrote the first draft. The company's own philosophers refined it into the document the brand now stands on. The film ends where the oath begins.

AGNi — The Oath: a woman relaxes with her phone at home, surrounded by a warm translucent protective field

03 / The production

Every frame.
Planned from the start.

In the ten days before a single frame existed, we had built the July 4 launch plan, the PR strategy and the go-to-market plan for everything after it. Production began on June 22. The film was live on July 4. Thirteen days, and the deadline was a national holiday.

No cameras, no lights, no crew, no cast, no location. Every frame was generated, every one unique, and every one of them planned in detail from the outset.

The team

Behind the work.

Greg TebbuttStrategy and Marketing Insights

Erich FunkeStrategy & Creative Direction

Cameron OakleyDirection & Film Production

Etienne CollinsonDirection & Film Production

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