Graphic design & branding AI-assisted

Pedigree Adoptable

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.

By: Colenso BBDO & Nexus Studios for Pedigree
Year: 2024
Country: New Zealand
Category: Graphic design & branding
Also: Illustration & image
Purpose: Activism & causes, Commercial
Degree of AI: AI-assisted
Tools: Custom image model

Where the human came in

Shelter staff photographed the dogs, the agency built the pipeline and the local ad placement, and each ad linked to that dog's adoption page. Cannes Lions gave it the Outdoor Grand Prix in 2024.

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.

Visit the project ↗See all 4 in Graphic design & branding

Seed entry: written from public sources and awaiting editorial review.

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