The fa.i.led experiment

Creative idea

Romania proposed a new 9th-grade literature curriculum featuring only texts written pre-1900 and no female authors. While academia debated about authors, Nemira exposed a deeper risk: for many students, mandatory reading is the only literature they encounter. To see decades ahead, AI provided the needed framework that could consistently project how the curriculum might shape different students over time. The FA.I.led Experiment created five student archetypes and simulated their development over 30 years, with the curriculum as their only literary influence. By making an invisible future visible, AI brought more emotion to the issue turning policy into a human warning.

Brand name: Nemira Publishing House
Advertiser / client: Nemira Publishing House
Product / service: Publishing books
Campaign name: The fa.i.led experiment
Agency network: SAATCHI & SAATCHI
Agency: Saatchi & Saatchi + The Geeks
Executive creative director: Laura Belc
Creative director: Laura Belc
Art director: Diana Savin
Copywriter: Cătălina Dobre
Client account director: Simona Zglimbea
Managing director: Vlad Petre
Strategic planner / strategist: Laurențiu Semeniuc
Film production: Mircea Ceapă - Video Editor
Post production: Radu Glodeanu-Carata - Video Editor
Additional company: Paul Foltache – Senior Web Developer 
Alexandru Tănase – Head of Social Media Mihaela Prisecaru – Influencer Marketing Specialist Ioana Mușat - Managing Director The Geeks