The campaign kicked off with our annual New Year’s mailing. The lenticular print on the cover of the card makes it easy to feel how important the topic of change is in our work.As a team, we are constantly driven by the goal of creating something fascinating. In the card, we then asked the recipients themselves: “What fascinates you?”. A QR code took them directly to a landing page where they could enter three specific terms. We left everyone completely in the dark as to what they could expect at a later date.
Those who took part in our campaign told us what fascinates them personally. These three words formed the basis for generating individual images with the help of Midjourney. The team then experimented with different prompts: How do we control the color scheme? How do we influence the style of the image? Are the three concepts clearly expressed? “Learning by doing” was our motto at this point.
The possibilities of image-generating AI seem unlimited – whether highly realistic photos, van Gogh-style motifs or abstract illustrations. But nothing works without a good eye! What Midjourney presented unfiltered was carefully curated by our art direction team with visual sensitivity and plenty of expertise. The perfect motif was selected for each individual person from the four suggestions made by the AI.
Today, the rule is usually: Digital first! Although our everyday lives are becoming increasingly digital, we still love the haptic experience of high-quality print products – whether packaging, business cards or brochures. Haptics remain important! That’s why we had high-quality art prints made from all individual AI images. We followed the printing process directly on site so that we could always keep an eye on the quality at all stages of the process.
From the large brand sharpening to the illustrative one-off: we take care down to the last detail. Each of the more than 300 individual unique pieces was individually signed, enveloped and then sent out into the world. At their respective destinations, the individual works of art generated many positive reactions that came back to us. Many thanks for all the beautiful photos and warm messages we received in return!
A tool is only as good as the person who masters it. This also applies to working with image-generating AIs. Initially, we always started with the three concepts that evoke fascination: for example, our brand values of understanding, fire and dialog. Then it was time to try things out, define the requirements for the image style and carefully refine these specifications. Colors were excluded, stylistic devices defined, the degree of abstraction determined. Step by step, we worked our way towards the style we wanted to achieve.
