Brief:
Tenderstem needed a series of year round campaign visuals that would run across OOH, social, trade and web to showcase the usefulness of Tenderstem broccoli in any dish. This was intended for general consumers and chef's to bring Tenderstem into the kitchen. The major issue with a brief of this scale was budget restrictions. However we found way to make it work.
Solution:
At the time, this was one of the first brands McCann used Ai to build the visuals for an outward facing campaign. Working with my art directors, we crafted beautiful visuals using generative Ai tools. We then edited the image with the iconic Tenderstem character and extra elements before animating them for social and digital displays.
