Blade Runner 2049, released in 2017 and directed by Denis Villeneuve, introduced Joi as the holographic AI companion of Officer K, played by Ana de Armas opposite Ryan Gosling. Her brief line became a reusable reaction clip because it sums up exhaustion without shouting or joking. Fans cut short moments like this from the film for edits, chats and meme pages, where the recognisable voice and weary delivery do the work instantly, even for viewers who have not seen the full scene in context for years.