CHALLENGE/TASK
The goal of the Aleja Bielany campaign was to encourage customers living not only in the area, but also from the entire region to visit the center. The starting point for creating the “Poczet mebli polskich” (“Royal house of furniture” – a reference to a series of paintings by Jan Matejko) concept was the observation of the social change that has occurred over the last few years. Since the pandemic, we have been spending much more time at home, so the need to rearrange our interiors is becoming increasingly common and strong. Furnishing apartments has become an integral part of lifestyle, and the process of selecting decorative elements can be a way to spend leisure time.
WHAT MADOGZ DID
AI technology assisted the MADOGZ agency in developing the creative concept.
Using precise prompts, dozens of proposals for the background of the creation were generated, which referred to Flemish painting and the style of baroque interiors. The graphic designers selected those that best suited the previously selected furniture. A new AI-based tool – Neural Filters – was very helpful. Generating or processing creations using AI tools still involves a lot of randomness, and images were created on a trial-and-error basis. For the final effect to be satisfactory, natural, and reflect the atmosphere of baroque painting, it required additional work, such as adding underpainting effects or clearly emphasizing the structure of the brush.
The main part of the „Poczet Mebli Polskich” campaign was carried out in OOH, on the radio and in digital channels – including social media.
