KULT Malaysia launches AI created Raya film

KULT has launched its first-ever Raya film, BUNYI RUMAH, marking new creative milestone for the company’s content and innovation arm, KULT:Studio. Created entirely using artificial intelligence, the Raya film reflects KULT’s commitment to pushing the boundaries of modern content-making while staying grounded in the belief that technology should serve storytelling, not replace the human imagination behind it.

At a time when AI-generated content continues to spark debate across the creative industry, KULT has chosen to address the conversation head-on. The film openly acknowledges that it was made fully with AI, while making clear that traditional filmmaking remains the standard. Rather than positioning AI as a shortcut, KULT presents this as an exploration of what new tools can unlock when guided by creative ambition, editorial judgement, and narrative intent.

The film is designed to show that even when created through AI, stories can still carry heart and emotional resonance. KULT also included bloopers within the film. This is a deliberate creative decision that reveals the imperfections of AI prompting and reminds audiences that innovation is rarely linear. In doing so, the film humanises the process, showing that experimentation, iteration, and even mistakes are part of the craft.

“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. 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.”

KULT said the film also reflects its broader philosophy of matching the right creative approach to the right brief, whether through AI-led experimentation, branded entertainment, or more traditional storytelling formats. This includes recent work such as Mamee Noodles’ “Meeriah 2gether”, a 10-episode vertical micro-drama ideated and produced end-to-end by KULT. The project underscores the company’s ability to shape culture-led stories through different formats and audience behaviours.

The project also serves as a live demonstration of the capabilities of one of KULT’s solutions, KULT:Studio, which sits at the intersection of creativity, technology and modern content production. Through initiatives like this, KULT is building its ability to help brands and agencies prototype, visualise and produce new forms of storytelling that is more agile and culturally relevant to today’s digital-first audiences.

“AI opens up a whole new creative playground, but what matters most is how you use it,” said Bryan Wong, VP of Digital and Innovation at KULT. “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. 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.”

KULT emphasised that while BUNYI RUMAH was created entirely with AI, the company continues to champion human talent across every part of its business. The KULT team consists of writers, editors, designers, technologists, and creative specialists, and sees projects like this as an extension of human-led creativity rather than a substitute for it.

For brands and agencies, the film offers a glimpse into how AI-powered storytelling can be deployed with thoughtfulness, strategic clarity and emotional depth. It also reinforces KULT’s position as a forward-thinking partner for clients looking to explore new creative formats, modern production approaches and next-generation content solutions.

As the advertising and marketing landscape evolves, KULT aims to help brands navigate emerging tools with both ambition and responsibility, proving that innovation is most powerful when paired with craft, honesty and a clear point of view.