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Creative Concept
 

This piece was born at the intersection of artificial intelligence and human art direction, using AI as an extension of the creative process rather than its final destination. The technology was leveraged to unlock unexpected visual paths, generating a conceptual foundation that expresses energy, movement and performance — core pillars of Lucozade.
The final stage in Photoshop was essential to bring intention, rhythm and precision to the image. Every adjustment in light, color and composition was carefully crafted to transform experimentation into a visual narrative aligned with the brand’s DNA.
The result is a piece that reflects the future of creative advertising, where data and algorithms meet sensitivity, curation and creative vision, elevating technology to the role of a tool, not the author.

 

The communication highlighted resistance, adrenaline, and the spirit of overcoming, reinforcing the idea that Lucozade is the ideal choice for those who challenge their own limits. The campaign had a great impact, connecting the brand to a younger, bolder audience that is passionate about adventure, further strengthening its image of energy and performance.

 

Agency : Grey / London / Freelance