How KULT's AI Raya film shows a father's love can transcend time

Digital-first marketing solutions company KULT has released its first Raya film, "BUNYI RUMAH" ('Sounds of the house'), created entirely using artificial intelligence. The film is a showcase of the capabilities of KULT’s content and innovation arm, KULT:Studio, and reflects the company’s exploration of AI-powered storytelling.

The near-three-minute film opens with an empty home filled with family photographs, and later cuts to a man furiously typing on his computer, followed by two solemn women staring at a picture of a man who appears to have passed. The man then uses the photo to generate an AI voice of the deceased, sending a heartfelt Hari Raya greeting to his family. The film closes with the family embracing and sharing intimate moments, including prayer and a festive meal.

KULT explained that the project was a conscious creative choice, demonstrating that stories created with AI can still carry emotional depth and nuance.

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The film openly acknowledges its AI origins and deliberately includes bloopers to highlight the imperfections of AI prompting, humanising the process. The company emphasised that AI is intended to complement, not replace, human creativity. Its team of writers, editors, designers, technologists, and creative specialists remain central to every project, with AI used to extend creative possibilities.

"BUNYI RUMAH" is part of KULT’s broader approach to matching the right creative tools to the right brief. Recent work includes Mamee Noodles’ “Meeriah 2gether”, a 10-episode vertical micro-drama produced end-to-end by KULT, showcasing the company’s ability to create culture-led stories across different formats.

KULT added that the film demonstrates how brands and agencies can use AI-driven storytelling with strategic clarity and emotional depth, reinforcing the company’s position as a partner for clients exploring new creative formats and modern production approaches.

“This Raya film is not just a festive greeting from us. It is a statement of intent,” said René E. Menezes, KULT Leader. “At KULT, we believe the future of creativity belongs to those who are willing to experiment boldly, while remaining honest about the role technology plays in the work." She added, "We created this film entirely with AI not to replace traditional craft, but to explore how new tools can help us tell meaningful stories in new ways. For us, innovation should never come at the expense of intention, emotion or creative integrity.”

In tandem, Bryan Wong, VP of digital and innovation at KULT said, "AI opens up a whole new creative playground, but what matters most is how you use it. This Raya film was an opportunity for us to experiment how far AI can go in delivering not just visuals, but feeling, tone, and narrative coherence."

He explained further: "We also wanted to be transparent about the process, which is why we intentionally left room for the bloopers. Even in an AI workflow, there are still surprises, imperfections, and constant refinements. That is precisely what makes this space exciting." 

The use of AI to explore family and emotional storytelling comes as Raya campaigns increasingly focus on heritage and reflection. Recently, OCBC Malaysia released a festive film, “Di samping ayah” (“Beside my father”), created with Ensemble Malaysia, that highlights how inheritance extends beyond wealth to the values and quiet lessons passed from one generation to the next.

The film opens with a young man reflecting on what he inherited from his father, not land or savings, but lessons, discipline, and care. Scenes depict moments from his childhood, including a Raya morning when his father teaches him to tie his samping. In that exchange, the son realises that his greatest inheritance is the guidance and affection his father quietly imparted throughout his life.

Be part of #Content360 Malaysia, 13 May 2026, where creativity and community collide. Explore how AI-powered imagination, culturally resonant storytelling, and platform-savvy strategies are shaping the future of content. Gain practical insights, discover new tactics, and learn how the region’s top creators and brands are crafting campaigns that truly resonate.

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