Who Wot Why Create World's First Coded TVC

London-based agency Who Wot Why has created an intriguing commercial for mortgage app, Habito, leaning on the power of code to transform algorithms into colourful patterns to reflect how the brand's app works.

Director Nicolas Ménard worked with coders Marcin Ignac and Nick Nikolov to come up with a design that shuffled units according to their colour, shape and composition. He then used the same method for the spot’s sound design, enabling it to mutate together with the coded algorithms.

"The project was a rare and unique opportunity to make a film using code, and to craft our very own, playful sorting algorithms," says Ménard of the experience.

The spot stresses the importance of face-to-face communication especially with regards to customer service – which is something Habito prides itself on.

Although the fact that it was created entirely through code is remarkable, those fearing the creative prowess of technology should fear not... it still has a while to go until it truly rivals human creativity.