Love your ideas
How we used cutting-edge AI to transform abstract innovation into visual inspiration
The Challenge
Tetra Pak needed a creative campaign that celebrated innovation and stood out from everything else they were doing on social media. Their existing content was functional and informative, but lacked the emotional engagement needed to inspire food and beverage producers to see Tetra Pak as a true innovation partner.
The challenge was to communicate Tetra Pak's role in helping producers develop ideas from concept to store shelf, while moving beyond the typical "fail fast, fail often" innovation narrative that dominates the industry.
The Strategic Insight
Instead of just talking about innovation, we decided to make it visible and tangible. Our core insight: every great product starts as someone's "impossible" idea.
We developed the concept "Love Your Ideas" with the message "Don't kill your darlings" - acknowledging that breakthrough innovations often seem unrealistic at first, but with the right partner, they can become commercial realities.
The Creative Solution
We used cutting-edge AI technology to transform abstract customer ideas into breathtaking visual representations. At a time when AI-generated imagery was still emerging, we pioneered its use to bring impossible concepts to life.
Each AI-generated image showed what customer visions might look like - from milk products surrounded by pastoral elements to plant-based alternatives with organic, sustainable aesthetics. The technology allowed us to create imagery that was both fantastical and believable, perfectly capturing the spirit of innovation.
The Execution
AI-generated campaign imagery across multiple product categories (milk, juice, plant-based, sports nutrition)
Social media campaign with tailored messaging for each product vertical
Encouraging copy that positioned Tetra Pak as the partner who transforms "impossible" ideas into successful products
Multi-platform rollout designed to inspire food and beverage innovators
The campaign successfully differentiated Tetra Pak by focusing on inspiration rather than just information, creating an emotional connection with potential innovation partners.
My Role
Creative Lead & Senior Art Director
Led strategic concept development from initial brief to final campaign execution
Pioneered the integration of AI image generation tools (Midjourney) into the creative workflow when the technology was still emerging
Developed prompting strategies and art direction techniques specifically for AI-generated content
Directed visual storytelling across 6+ product categories, ensuring brand consistency while maximizing creative impact
Presented strategic concepts and creative rationale to stakeholders at Tetra Pak