How Emotive brought Ultimate’s luxury proposition to life using AI
When Emotive received the latest brief from yoghurt brand Ultimate, it faced two major barriers — a tight timeline and a tight budget. With only two weeks to deliver a large-format OOH campaign, traditional production methods were well off the table.
However, through its new specialist AI unit, it was able to bring the positioning of “championing modern moments of indulgence” to life. Emotive’s CEO, Simon Joyce, and ACD, Edward Macaulay, said they not only met the brief, but worked to elevate the brand, through renaissance-style visuals.
“Ultimate is all about this idea of savouring something decadent,” Joyce told Mumbrella. “It’s sweet, it’s rich, and that led us to this idea called ‘So Luxurious’, where Ultimate is so decadent and indulgent that you want to eat it in a more luxurious and elegant way.”
Is it just me… or does this just look like rushed garbage… The perspective.. so many odd parts.. Like the pinky finger is half the size of the ring finger. It’s ok.. use AI to rush out some “arty” visuals, but don’t pat yourselves on the back, like anyone thinks it’s authentic or appreciates it. the scale? The typography feel like first draft from the intern. Brands that don’t need authenticity… to believe a human would sit down and enjoy the product… So you just slam out some crap. And brag about it. Did anyone check it? 2 / 10