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It's Kami's World
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Kami, the world's first virtual influencer with Down syndrome, is awarded three Cannes Lions 2023 awards.

The Diigitals and creative agency Forsman & Bodenfors is thrilled to announce that Kami, the world's first virtual influencer with Down syndrome, has made history by winning three prestigious Cannes Lions 2023 awards. The recognition includes one Silver award in the category of Engagement PR/Innovative Use of Influencer, and two Bronze awards in the categories of Design/Digital Creation and Digital Craft/Digital Illustration & Image Design.

Kami was brought to life through a groundbreaking collaboration between The Diigitals, Down Syndrome International (DSi), and the renowned creative agency Forsman & Bodenfors (F&B). The purpose of creating Kami was to celebrate and promote diversity within the Metaverse, showcasing the incredible talents and capabilities of individuals with Down syndrome.  

"The Cannes Lions International Festival of Creativity is one of the most esteemed global events that honors excellence in advertising and creative communications", said Cameron James Wilson, Founder of The Diigitals. "Winning three Cannes Lions awards is an extraordinary achievement, and we are incredibly honored and proud to receive this recognition."  


 "Kami's wins at Cannes Lions is unprecedented”, said Rachel Kennedy, Creative Director, Forsman & Bodenfors. "In one year, she's gone from being a creative idea to a globally recognised virtual influencer that has forever changed the way we perceive people with Down syndrome and young women with a disability. We are beyond proud."


The Silver award in the category of Engagement PR/Innovative Use of Influencer highlights the groundbreaking approach taken in utilizing Kami as an influencer to engage and inspire audiences worldwide. Kami's unique perspective and infectious personality resonates deeply with people, bringing attention to the importance of inclusivity and embracing diversity.  


The two Bronze awards, in the categories of Design/Digital Creation and Digital Craft/Digital Illustration & Image Design, recognize the outstanding creative work and attention to detail in bringing Kami to life. Through innovative digital illustration and impeccable design, Kami's presence in the virtual world has captivated audiences and fostered conversations around diversity and acceptance.  


As they celebrate these monumental wins The Diigitals remains steadfast in their mission to champion diversity and empower individuals with Down syndrome and other disabilities. Kami's triumph at Cannes Lions 2023 serves as a testament to the power of creativity in transforming perceptions and breaking barriers. 


The Diigitals extends their gratitude to the Cannes Lions jury and organizers for recognizing the significance of Kami's journey and her impact on society. This recognition motivates them to continue pushing boundaries creating meaningful connections and fostering a world where diversity is celebrated and embraced.


Down Syndrome International (DSi) has teamed up with creative agency Forsman & Bodenfors (F&B) and global digital modelling agency The Diigitals to create the world’s first virtual influencer with Down syndrome. Despite being a more connected society, the digital world is yet to fully embrace diversity. Avatars that allow us to choose an “ideal” face and body lead to the heavy underrepresentation and the reduced visibility of people with disabilities. Down Syndrome InternationaI (DSi), F&B Singapore and The Diigitals saw an opportunity to revolutionise the digital space by creating the world’s first virtual influencer with Down syndrome. Her name is Kami, which is short for the name Kamilah. It means perfection, and that is how they want the world to see her. By intentionally giving Down syndrome to someone who is universally known as ‘perfect’ in the social sphere, Kami will be a powerful representation that Down syndrome is not a flaw, or a mistake, and that she does not need ‘fixing’.

   The conceptual idea of Kami is from F&B Singapore, who wanted to fulfil DSi’s ambition of bringing inclusion into the daily life of people with Down syndrome. Kami represented a revolutionary agent for change in an otherwise inaccessible space.


Kami’s mission starts with a pledge: Inviting the world’s most forward-thinking communities and brands to help her change the digital space for the better and make it a more friendly and inclusive place for people living with Down Syndrome.


“In a world filled with pixel perfect virtual models, creating Kami is a way to completely reframe Down syndrome in the online space. We want to make it impossible to ignore Kami and everything she stands for. As we get to know her, Kami’s true potential will depend on how the world embraces her in her virtual form.” - Rachel Kennedy & Firrdaus Yusoff, Creatives, Forsman & Bodenfors Singapore.


For DSi and the DSi global member network, it was important that the creation of Kami was a collaboration driven by the Down syndrome community and individuals living with Down syndrome.


For Kami to be a truly authentic representation of real women with Down syndrome, a panel of over 100 young women volunteers with Down syndrome across the DSi global network were consulted to collaborate on her creation as a virtual model - acting as the faces, physiques, gestures, voices, and personalities that Kami will embody.


Said Andrew Boys Executive Director of DSi: “We have always been acutely aware that the digital space has had little or no place for people with Down syndrome. Creating Kami as a welcoming and relatable representation in the digital space for young women with Down syndrome is an incredible milestone for DSi. We have high hopes for Kami and the transformation she can bring to digital diversity.”


Said Russell Watkins, Fundraising Officer, DSi: “I think eventually, Kami should be for everyone, and I’d love for her to be someone any girl can look up to. We hope to see her amongst everyday life without being challenged for why she’s there. She should be present because she’s amazing rather than because she has Down syndrome.”


One of the women volunteers with Down syndrome is Jaspreet Sekhon from Singapore. Said Jaspreet: “I don’t really see people with Down syndrome on social media. I wish there was more like us.... If I saw more people with Down syndrome, it would make us confident in ourselves. Show people what we can do and then show it on social media.”


The process of creating Kami was part algorithm, part craft. The portraits of the 100+ women with Down syndrome were aligned, then added to a face averaging program that ultimately delivered a single image. Next the 3D character creator program Daz3D was used to generate the initial concept and face of Kami.


For founder and CEO of The Diigitals, Cameron James-Wilson, using machine learning to generate the first phase of Kami was critical to the process of creating a truly authentic and diverse 3D character.


Said Cameron James-Wilson: “Generating the initial concept of Kami from an algorithm more than the touch of a human hand eliminated any notion of unconscious beauty bias into the character creation process. We really wanted Kami’s DNA to represent all the faces and aspects of these women with Down syndrome, which the program allowed us to do.”


With a prototype in place, the final phase of creating Kami was the intricate process of creating her human features in 3D form, from microfibre brows to eyelashes and real - life skin textures. From here Kami becomes a 3D avatar that can take on many different forms and be imported into different platforms. Cameron James- Wilson added: “Creating characters like Kami signify a challenge to the many layers of digital interface that currently lack inclusivity. We need to address some of the glaring problems in this space and build the online world we want for the future”.


Kami’s platform of engagement is currently live on Instagram @itskamisworld. True to a virtual influencer, Kami will give people a peek into her daily life, her likes, her quirks, her friends, and her interests. She will exist to shine the spotlight on people with Down syndrome while fulfilling a bigger and powerful mission to make the digital world more inclusive with #TheKamiPledge.

Palais Augmente





Take a look inside ‘Kami’s Room’ an interactive virtual experience highlighting the talents of her community at Palais Augmente 3.
Showcasing fashions and makeup created by talented artist from across the world ! Keep up with @itskamisworld to learn more about her mission to spread awareness and diversity throughout digital spaces, and further amplify the voices of the artist she represents!
Our CEO @cameron.gram takes us on a brief tour of her exhibit! Thanks so much to @lorealgroupe and @fisheye_immersive for the opportunity to showcase Kami on this unique and inspiring platform! Special thanks to @studio.acci and @fantastic_3d_fashion for helping to bring the designers vision to life!
Voice of Kami from contributor Meghan Tan.



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