October 25, 2023
5 min read
The world can feel a bit monotonous at times. The everyday can become dull, dreary and somehow a bit grey. It’s easy to forget that there’s a magic to life that makes it so intriguing.
And that’s why a blast of creative energy can feel like a match-burst moment of excitement.
To find genuinely curious campaigns is always fun, but it’s even sweeter when tech opens up a new avenue to make it possible. And easyJet have just smashed their latest concept out of the park…
Watch it here
This summer they’ve launched a fresh advertising campaign that blends age-old art and cutting-edge AI to create a feeling of possibility, something you can incorporate into your work too.
The campaign takes some of our favourite art masterpieces like the Mona Lisa, Michelangelo’s David, and Le Penseur. But instead of admiring them from a museum, we watch as these famous faces burst out of their canvases and into a European adventure.
The use of AI brings a clever concept to life. Now, the timeless but lifeless art can swish into the modern world, framed instead by a phone screen.
This is one of the first iterations of a new era of adverts. AI is shaking up the creative process and offering an array of new tools to make ads pop.
easyJet’s clever campaign has shown us that AI doesn’t need to be a replacement for traditional creative methods. Instead, it can be a bridge that links the time-honored traditions of the past with the limitless possibilities of the future.
This unique blend of old and new can help us to reimagine our creative limits and explore new opportunities without being constrained by old limitations.
Look, businesses have always sought to craft better connections to sell their products. In the same way that VFX and Green Screens helped advertisers build more engaging content, AI-enhanced content is the next wave.
The key is to view AI not as a disruptor, but as an enabler. A tool that, when used creatively, can amplify our messages, engage our audiences in new ways, and keep our brands relevant in a rapidly evolving digital landscape.
There is an undeniable urge to keep the homeostasis of the tech that you feel most comfortable with. It’s safe, secure and nobody will steal your job if you just pretend that’s the case, right?
But there were people saying the same thing at the advent of the internet, even ubiquitous tech like emails had their naysayers! You’re going to need to adapt, because the river of tech has never, ever flowed upwards.
Besides, if you think that a photo is entirely real, why do you smile and pose for Instagram? The reality is, a photo is still a ‘framed reality’, just like a painting and just like AI. It might be closer to the visual reality you see, but it’s still an interpretation by the photographer, using the medium of a camera.
There’s so much potential for where you can go with AI-infused advertising, so it’s vital to ground yourself with the key principles. These guiding ideas will keep your content emotionally resonant and impactful.
1. You’re great. Don’t replace it.
AI can bring imagination to life, but can’t replace it. Use yours and let AI augment it, so the world can see your vision.
2. Balance Innovation with Familiarity
It’s crucial to strike a balance between what’s familiar and what’s innovative. It’s tempting to push into a whole new world of possibilities but remember the classics are classics for a reason.
3. Embrace Experimentation
Lastly, don’t be afraid to experiment. The use of AI in creative marketing is still a relatively unexplored territory with endless potential. Brands like easyJet are setting the trend, but there’s still plenty of room for trailblazers. Be bold, be innovative.
Ultimately, creating with AI offers a world of opportunities to boost your marketing efforts. Take inspiration from the work to captivate our audiences and amplify our brand messages.
Technology is only as powerful as the human minds guiding it. So use the cavities of creativity that you have lodged away and leverage AI to burst them into a creative reality, rather than a hidden-away idea.
The sky was your limit. Now there might not be any.
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