R/GA celebrates new chapter in new AI-powered tribute film with founder Bob Greenberg

Following R/GA’s return to independence as a privately owned company after 23 years as part of IPG, the company has marked the occasion internally, with a film featuring the man who started it all—founder Bob Greenberg.

 

Rather than a traditional announcement, R/GA saw an opportunity to tell the story of its evolution through Greenberg’s own voice, spanning nearly five decades.

The team began with a script that captured Greenberg’s reflections on R/GA’s independence in a way that felt true to both him and the agency’s legacy. As the edit progressed, the agency saw potential to push the concept further, transforming the piece into a visual timeline of R/GA’s journey.

Leveraging AI-driven tools, R/GA reimagined Greenberg’s presence across time. Using voice cloning technology from Eleven Labs, it created a narration that retained Greenberg’s distinct cadence and tone. Archival photos and videos were then enhanced using Topaz Photo & Video AI.

To animate these historical assets, the team used Runway’s Act One, mapping performances from internal talent onto vintage clips and photos to bring them to life. Once the visuals were complete, Greenberg’s cloned voice was synced. The film closes with footage of present-day Greenberg, linking R/GA’s past to its future.

The result is a film that captures the essence and spirit of R/GA, a company that embraces change and innovates at the intersection of creativity and technology.

Bob Greenberg
Ari Halper, Global Head of Creative Excellence
Han Lin, Group Executive Design Director
Chapin Clark, Executive Creative Director
Eli Mavros, Group Creative Director
Ignacio Frigeni, Associate Creative Director, Design
Dayna Vecsi, Global Director, Creative Operations
Flavio Montiel, Group Creative Director
Shakil Uddin, Director, Content Production
Miriam Hugues, Director, Business Affairs
Leonardo Jesus, Director, Post Production
Tatiana Pinheiro, Executive Content Producer
Janaina Kam, Senior Content Producer
Gustavo Tadini, Animator
Byron Cerda, Animator
Rafael Pacheco, Senior video editor
Daniel Truchi, Senior video editor
Roy Harter, Sound design, mixing
George Griffiths, Global Head of Communications
Cole Habersham, Global Marketing Director
Gabby Cooper, Associate Marketing Director
Track from APM