Joi is the holographic artificial companion created for K in Denis Villeneuve's Blade Runner 2049, released in 2017 and played by Ana de Armas. Throughout the film she appears as a projected presence who talks, reacts and adapts to K, which made her voice a recognisable part of the film's quieter, more intimate moments. Short vocal clips like this hesitant 'uhm' circulate among fans and editors who reuse them to add personality to fan edits, memes and reaction videos, keeping a small piece of the film's atmosphere alive in short-form content.