The campaign originally launched through key visuals and outdoor advertising, presenting everyday appliances as precious objects to highlight the value of recycling them. The concept was later expanded into a TVC, with AI chosen as the most effective approach to meet the production timeline and budget while maintaining a high visual quality. The entire visual production was created using AI, starting from an abstract setting and a fashion and luxury inspired visual direction. Moving shadows and light became an active part of the storytelling, helping transform ordinary appliances into precious objects. The AI generated material was then combined with traditional post production, compositing and editing.

• Fully AI generated production
• Luxury and fashion inspired visual direction
• AI optimised for the constraints
• Traditional compositing and post production