Generate a provocation about what is real or not in the post-truth era. Bringing a look without stereotypes of the reality of genuinely Brazilian culture. Represent people, places and products through hyper-realistic images. All of these are goals of Chilli Beansthe largest network specializing in sunglasses in Latin America, by announcing its new institutional campaign “If it doesn’t exist, we invent it.”.
With the novelty, the brand positions itself as one of the first to create a campaign entirely with images generated by AI, following its commitment to being an innovative and visionary brand, capable of reproducing any product or action you want.
Caito Maia, founder of Chilli Beansit says:
“The people here at Chilli Beans like to get ahead, test what is new, do things differently and experiment. This new institutional campaign, with images 100% generated by AI, is yet another chapter in this story. When we had the idea, we immediately looked for someone who was already operating and experimenting with this new technology, as we have always done with photographers, painters and artists in general. 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 go there and invent. This new possibility is sensational, with all the imperfections and provocations it brings. A new reality, which is there for everyone and we wanted to enjoy it a little. Neither the glasses nor anything in the pictures is real. Crazy!”
To develop the campaign, the Chilli Beans formed a partnership with the couple of artists Kevin Saltarelli and Carlos Sales, from SAL2 Studio, which resulted in hyper-realistic images that portray Brazilianness, with themes such as forest, sertão, beach, urban. Being pioneers in work with artificial intelligence – Kevin is a BI specialist with a data and business background and Carlos is a fashion and advertising photographer -, the couple used several AI tools simultaneously in the composition of the images, such as MidJourney, Stable Diffusion and DALL- AND.
Kevin Saltarelli says:
“In recent years, we have brought data analysis and artificial intelligence models as a differentiator for improving the results of leading companies in the market. Technology has enabled us to understand and test new paths in search of better consumer experiences. With the advancement and use of the most modern AI technologies and the launch of Chilli Beans’ “If we don’t exist, we invent” campaign, we have ushered in an era of creative abundance and real personalization.”
While Carlos Sales, completes:
“It was amazing to see during the process of creating this campaign how much AI has expanded my creative possibilities, offering valuable insights, generating impressive results in terms of realism and quality. Combining my expertise in photography and directing with artificial intelligence I was able to explore new ideas and perspectives, creating something truly unique.”
A House Chilli Beans participated in the entire creative part of the campaign, ensuring that the brand’s style and identity were present in the images. It is important to emphasize that the imperfections in the images generated by the machines were respected.
José Caporrino, CCO of Chilli Beansadded:
“AI came to revolutionize many segments and communication is one of them, brands are already starting to flirt with platforms even in an experimental way. 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 bit of how the platform “thinks”, and in respect to 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 a while to discover these anomalies, if at all. And to complement, the voice-over text of the film was also generated by Chat GPT.”
As of April 15, the campaign starts on digital and, subsequently, arrives in all POS communication in stores throughout Brazil and the world.
Cauê Sanchez, Head of Marketing at Chilli Beansit says:
“Chilli Beans is always on the lookout for innovation and the latest market trends. We are a company with an attitude to take risks and go outside the box. And the ball of the time is AI. We see a great opportunity with this AI-generated imagery-based campaign and also a great challenge, as our product is a fashion accessory and needs to be featured in the images generated by the tool. Bringing Chilli Beans looking deep into technology, working with new ways of thinking and acting, and even in partnership with new artists, is our face!”
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