Born to Disobey

The spot marks PSG’s first project as a newly formed directing trio, and the team was immediately drawn to the campaign’s unusual premise: Vivian Wilson mistreating a robot. The directors connected quickly with the creative team, Alex Sanhueza and Esther Escudero, sharing the same references and creative vision for the film.

The film follows Vivian, wearing a “Born to Disobey” T-shirt, as she puts a robot through a series of absurd situations designed to test its limits. She uses it as a golf tee, walks it like a dog and attempts to teach it to say “Desigual,” eventually pushing the malfunctioning robot to the point where it repeatedly hits its head against a wall.

PSG also incorporated several subtle details into the film, including Vivian reading R.U.R., the 1920s sci-fi play by Karel Čapek that introduced the word “robot” to the world. The directors developed a natural understanding with Vivian on set, saying her genuine intensity and skepticism toward what the robot represented helped shape the character without requiring much discussion.

The robot itself was played by a human actor rather than created entirely through technology, giving the project an ironic twist in an era of AI replacing human roles. Inspired by Tesla’s humanoid robot, a movement director studied videos of the machine for days to replicate its distinctive mechanical movements and posture, creating a grounded and believable performance.