Felis Creative Class · Migros MAYA AI
The Short Cut of the Long Epic
Everyone has a problem. Uzun tells it long, MAYA AI cuts it short.
A solo entry to Felis Creative Class’s AI campaign category: a campaign to turn Migros Sanal Market’s MAYA AI assistant into a daily habit. The whole process ran end-to-end with AI — I drove the idea, and Claude and I built the research, copy, visuals and sound together.
Background & Insight
Migros Sanal Market’s AI assistant MAYA AI gets tried once and dropped. The task: turn it into a daily habit. People don’t forget MAYA AI — they just don’t know what to write it. Yet every household’s problems are ready-made: relatives at the door, the end of the month, the school list, holiday cleaning. We tell our problems at length; the fix is one sentence.
This land has always told epics, from Homer to Dede Korkut — Homer even explained how to curdle milk with fig sap. Every epic has its own starter culture: today it’s called MAYA (also Turkish for “yeast”).
The Idea
The bard Uzun (Turkish for “long” — his epics never end) stretches the home’s everyday crises into epic language, on and on. MAYA AI cuts it short in one sentence: recipe, list, basket ready.
- Uzun tells it long. MAYA AI cuts it short.
01 · TV Film
The teaser that introduces Uzun. He drags on, from 14 relatives at the door to the last egg in the fridge; his sentence gets cut off mid-way, and MAYA AI answers in one line: “Table for 14. Basket ready.”
TV film (teaser). 16:9, 25 fps. Visuals and voice generated with AI.
02 · Digital Screens
On the metro, during the evening commute (17.00–19.00), every screen tells an epic: end of month, school list, holiday cleaning. The poster doesn’t show the problem — it shows the sentence to write to MAYA AI. Inside Migros stores, the screen becomes an interactive MAYA AI assistant: a customer taps “What’s on discount?”, Uzun drags it out, MAYA AI cuts in and shows today’s discounts aisle by aisle.
03 · Social Media
Every week, one problem we all share gets picked; written-in problems count as anonymous. Every evening at 18.00, Uzun reads it out like an epic on Reels and TikTok. As he drags on, a campaign-only “Cut it short” button appears; whoever taps it reaches MAYA AI in Migros Sanal Market, and writing their own problem gets them a budget-fit, discounted basket plus an Epic Coupon. The most-written problem becomes next week’s epic.
Uzun Reads — the weekly Reels episode. 9:16, 25 fps.
The Habit Loop
Watch on Reels → tap “Cut it short” → write your problem to MAYA AI, an Epic Coupon opens in the basket → a new episode the next evening. “Cut it short” isn’t an app feature — it’s a Reels ad button and story link. The coupon is only given on the first two write-ins; the real reward is a ready basket within minutes.
The Role of AI
AI is this campaign’s subject, producer and engine, all at once. Subject: the hero is MAYA AI, and its answers are written from its real features. Producer: insight research, concept, copy and the animation code were built with Claude; Uzun’s character and scenes with Nano Banana on Higgsfield; Uzun’s voice with ElevenLabs. Engine: every episode’s text, visuals and voice are generated by AI the same day, approved by an editor before it airs.
The prototype was tested with 21 sample problems: write your problem, Uzun writes you your own epic, tap “Cut it short.”
Measurement
Success is measured by one thing: the share of users who write to MAYA AI again within 30 days.
*This is a competition campaign (Felis Creative Class, AI category). The copy, visuals and voice were generated with AI; the concept and direction are mine.