Marie Schuller gives us a Pika behind the horrifying curtain

If you have a phone with a camera, and, let's face it, grandad, we all have phones with cameras, then there's a strong chance that you've used a filter or augmentation to brighten up an otherwise dull picture.

However, it's unlikely that the pic in question had quite the level of horror the jolly protagonists of this new spot for Pika find themselves in, as RSA Films director Marie Schuller wittily showcases.

In a world described as a Pikapocalypse, the campaign presents an extreme version of 'reality' that is gleefully avoided by the AI video platform's clever features.

Leaning heavily into the anarchic concept, developed in-house by the Pika creative team with production and marketing support from Ceiling Train, the film unashamedly plays with a 'worst timeline' scenario, making for a campaign that brilliantly delivers on its essentially downbeat promise.