Role: Creative and Design Lead @ Hula Design.
AI support: Matter Studio
Anchor Food Professionals was launching an Italian Kitchen activation to close out the financial year with high impact.
We presented a number of concepts, with the client choosing a simple Win a trip to Italy mechanism. Participants create their best Italian dish using AFP products and submit it via photos or videos.
The idea was ‘Cheese so good it’ll transport you to Italy’. and to bring this to life visually I used AI to create miniature Italian food worlds and charactors. The approach had the right level of intrigue and charm to attract attention to both the competition and the products themselves.
We then worked with Matter Studio to refine the elements of our cheese and cream scenes using MidJourney, then carefully comped them together in Photoshop.
I collaborated closely with the design team, AI specialist, retouchers, and stakeholders at Fonterra Ocenia to ensure the idea was carefully executed and crafted across multiple touchpoints including digital, print and trade stands.