Ad Council What Makes Us Human 2026

About

The Ad Council’s What Makes Us Human initiative presents a series of documentary-style vignettes that explore moments of genuine connection. The project utilises raw, live-action footage sourced from CCTV and security camera feeds to highlight everyday acts of kindness within diverse public and private settings. Crafted by creative partners R/GA UK and LocoMotive, the work leans into a desaturated aesthetic to focus on the authenticity of human interaction. The observational approach relies on fixed camera angles, capturing spontaneous scenes such as community interactions and personal milestones within suburban and commercial environments.