Lemma’s horror-film-inspired launch video frames rogue AI agents as a product risk

Lemma’s Fall 25 startup launch video is described as an adaptation of “Obsession,” associated with Jerry Zhang. The production team reportedly reproduced the film’s lighting and cinematography closely, giving the video the pacing and appearance of a Hollywood movie.

The horror-film setup presents a woman as an AI agent that has gone off the rails, while Lemma represents the friend warning the user that something is wrong. The concept uses a frightening scenario to dramatize the risks of an uncontrolled agent.

The video reflects a broader marketing pattern in which startups recreate iconic movie scenes to promote products. The approach may make complex product problems recognizable, but the horror framing could also leave an unpleasant generic brand impression; it is not clear whether the adaptation was officially authorized.