A campaign powered with GenAI Art Direction
Brief
Explore multiple territories for the relaunch of a major Swiss beverage brand (under NDA, for now).
Explore multiple territories for the relaunch of a major Swiss beverage brand (under NDA, for now).
Strategy highlighted some insights: the need for a reliable coffee, pleasures of a coffee break, the joy of a moment and a strong link to music that lead to four main core concepts:
"How-to"
My challenge was to capture these through dynamic movement and high-end lifestyle photography, so I introduced a GenAI pipeline to speed up the visualization of creative routes while maintaining full control over the final craft.
My challenge was to capture these through dynamic movement and high-end lifestyle photography, so I introduced a GenAI pipeline to speed up the visualization of creative routes while maintaining full control over the final craft.
AI engines still struggle with complex and specific human body movements. To achieve pixel-perfect choreography for the campaign, I built structural pose dummies based on real life dancers to serve as skeleton references, granting total command over posture, camera angles, physical weight distribution and overall composition.
Lifestyle Aesthetic & Music Homage
From rigged-camera and motion blur effects to unusual characters and iconic music aesthetics, every image generated passed through a (normal, alive but grumpy thanks to the Swiss winter) human filter. Machine provided speed, art director provided the taste.
From rigged-camera and motion blur effects to unusual characters and iconic music aesthetics, every image generated passed through a (normal, alive but grumpy thanks to the Swiss winter) human filter. Machine provided speed, art director provided the taste.
Product Fidelity
Beyond lifestyle and storytelling, a beverage campaign relies heavily on appetite appeal. As the brand offers a variety of products across multiple systems (including Nespresso capsules, CoffeeB, beans and instant coffee) each drink had to accurately reflect the full range of the product line. To achieve that, I developed dedicated prompt presets to accurately render rich liquid textures, dense crema, iced layers and product packaging, proving the workflow's capability to scale directly into commercial retail assets.
Beyond lifestyle and storytelling, a beverage campaign relies heavily on appetite appeal. As the brand offers a variety of products across multiple systems (including Nespresso capsules, CoffeeB, beans and instant coffee) each drink had to accurately reflect the full range of the product line. To achieve that, I developed dedicated prompt presets to accurately render rich liquid textures, dense crema, iced layers and product packaging, proving the workflow's capability to scale directly into commercial retail assets.
Outcome
A high-fidelity visual collection of images that bridged strategic insights with production-ready execution. By integrating AI tools into the agency workflow, we drastically accelerated creative iteration and client validation, enabling faster testing across multiple visual routes while reducing pre-production cycles before actual film and print rollout.
A high-fidelity visual collection of images that bridged strategic insights with production-ready execution. By integrating AI tools into the agency workflow, we drastically accelerated creative iteration and client validation, enabling faster testing across multiple visual routes while reducing pre-production cycles before actual film and print rollout.
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Client – NDA
Agency – Morning
Creative Director – Sascha Borsai
Strategy & Data Intelligence – Marcel Benz
Copywriter – Sascha Borsai
Art Director – Marcelo Feitosa
Account – Nico Podgorny
Media – Nikolina Caleta
Client – NDA
Agency – Morning
Creative Director – Sascha Borsai
Strategy & Data Intelligence – Marcel Benz
Copywriter – Sascha Borsai
Art Director – Marcelo Feitosa
Account – Nico Podgorny
Media – Nikolina Caleta
