Client: Brack
Agency: Brinkertlück
Role: Creative Director, concept development. I led the entire AI production workflow, pioneering this approach in Switzerland.
Agency: Brinkertlück
Role: Creative Director, concept development. I led the entire AI production workflow, pioneering this approach in Switzerland.
Campaign: Brack Rebranding
The goal: introduce Brack’s new strategic positioning and claim, “Unboxing Potential.”
Idea
How do you launch a new brand positioning while producing a large-scale campaign entirely with AI?
We didn’t just use AI, I made it part of the idea.
From concept to production, AI became an integral creative partner. Questions like “What does a pre-production meeting with AI look like?” shaped the entire process.
How do you launch a new brand positioning while producing a large-scale campaign entirely with AI?
We didn’t just use AI, I made it part of the idea.
From concept to production, AI became an integral creative partner. Questions like “What does a pre-production meeting with AI look like?” shaped the entire process.
Execution
The campaign introduced Brack’s new positioning, “Unboxing Potential” (“Pack aus, was in dir steckt”), through Switzerland’s first large-scale AI-driven campaign.
The campaign introduced Brack’s new positioning, “Unboxing Potential” (“Pack aus, was in dir steckt”), through Switzerland’s first large-scale AI-driven campaign.
All visuals and films were created using AI.
The only things crafted by hand: the copy.
The only things crafted by hand: the copy.
