The campaign was developed by House Chilli Beans in partnership with the artist couple Kevin Saltarelli and Carlos Sales, from SAL2 Studio
Chilli Beans launched its new institutional campaign, focused on artificial intelligence called “If it doesn’t exist, we invent it”. The communication was announced during SuperDose, the brand’s event that took place during the 2023 Chilli Mob Cruise.
The campaign was developed in partnership with the artist couple Kevin Saltarelli and Carlos Sales, from SAL2 Studio, which resulted in hyper-realistic images that portray Brazilianness, with themes such as the forest, the backlands, the beach and the urban environment.
For this campaign, our idea was to portray some corners of Brazil in a co-creation model with AI and to reach the final 6 scenes we generated more than 10 thousand images. In this process we were fascinated to understand a little of how the platform ‘thinks’, and in respect for this intelligence we found it interesting, instead of correcting, to preserve some anomalies in the image generation process. The curious thing is that people take time to discover these anomalies, if at all. And to complement, the film’s voiceover text was also generated by Chat GPT, added José Caporrino, CCO of Chilli Beans.
House Chilli Beans participated in all the creative part of the campaign, ensuring that the brand’s style and identity were present in the images. As of April 15th, the campaign starts on digital and goes to the points of sale in the brand’s stores.
People here at Chilli Beans like to get ahead, test what’s new, do things differently and experiment. Our idea is to test this new reality and play with what, in reality, does not exist. And if it doesn’t exist, just like we do with our products and brand actions, we’ll invent it. Neither the glasses nor anything in the pictures is real. Crazy!, said Caito Maia, CEO and founder of Chilli Beans.
