Campaign with AI-assisted Art Direction
Brief
Explore multiple creative territories for the relaunch of Café Royal, a coffee brand owned by the Swiss retailer Migros. Insights identified by the agency’s Strategy led to four main creative directions:
Explore multiple creative territories for the relaunch of Café Royal, a coffee brand owned by the Swiss retailer Migros. Insights identified by the agency’s Strategy led to four main creative directions:
Workflow
My challenge was to capture each concept through dynamic movement and high-end lifestyle photography. For that, I introduced an AI-assisted creative process to speed up the visualization of each route while maintaining full control over the final craft.
My challenge was to capture each concept through dynamic movement and high-end lifestyle photography. For that, I introduced an AI-assisted creative process to speed up the visualization of each route while maintaining full control over the final craft.
AI engines still struggle with complex and specific human body movements. To improve control over choreography and composition for the campaign, I built structural pose dummies based on real life dancers to serve as skeleton references, adding a layer of control 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 human filter.
From rigged-camera and motion blur effects to unusual characters and iconic music aesthetics, every image generated passed through human filter.
Machine provided speed, the 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, each drink had to accurately reflect the full range of possibilities. To achieve that, I developed dedicated prompt presets to accurately render rich liquid textures, dense crema, iced layers and product packaging, demonstrating 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, each drink had to accurately reflect the full range of possibilities. To achieve that, I developed dedicated prompt presets to accurately render rich liquid textures, dense crema, iced layers and product packaging, demonstrating the workflow's capability to scale directly into commercial retail assets.
Outcome
A high-fidelity visual collection of images that bridged strategic input and campaign 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 input and campaign 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 – Migros / Café Royal
Agency – Morning
Creative Director – Sascha Borsai & Oliver Spalt
Strategy & Data Intelligence – Marcel Benz
Copywriter – Sascha Borsai
Art Director – Marcelo Feitosa
Account – Nico Podgorny
Media – Nikolina Caleta
Client – Migros / Café Royal
Agency – Morning
Creative Director – Sascha Borsai & Oliver Spalt
Strategy & Data Intelligence – Marcel Benz
Copywriter – Sascha Borsai
Art Director – Marcelo Feitosa
Account – Nico Podgorny
Media – Nikolina Caleta
