Category · 4 projects
Graphic design & branding
Identities, posters, typography, packaging and editorial design that used AI as a studio tool.
Projects in this category
Pedigree Adoptable
Colenso BBDO & Nexus Studios for Pedigree
A model turns amateur shelter photos into studio-quality portraits, so every Pedigree ad becomes an ad for a real dog waiting in a shelter nearby.
Why it is not slop. The AI is a photographer's assistant for animals that could not afford one. According to the campaign, half of the featured dogs were adopted within two weeks.
Heinz A.I. Ketchup
Rethink for Kraft Heinz
Heinz asked an image model to draw ketchup in every style it could think of, and almost every result came back shaped like a Heinz bottle.
Why it is not slop. One of the first ad campaigns to use image generation as the idea rather than the decoration. The joke only works because the brand already owned the shape.
Nutella Unica
Ogilvy Italia & Ferrero
Seven million jars, each with a unique label generated from a set of patterns and palettes designed by the agency.
Why it is not slop. Generative design in service of a brand system. Variety without losing identity, which is what most AI design fails at.
The Next Rembrandt
ING, Microsoft, J. Walter Thompson, TU Delft, Mauritshuis
A new 'Rembrandt' portrait computed from 346 paintings and printed in 3D to reproduce the brushstroke relief.
Why it is not slop. An early and careful study of a master's style, framed as research, with the museum in the room.