sweetgreen — ai Campaign
challenge:
Most of the AI conversations I've seen are polarizing hot takes. It’s either "AI is taking our jobs yesterday" or "Sit back and do nothing." IMO both of these ignore the incredible power of MODERATION...or, creatives using AI to speed up existing workflows.
I used a combo of human power and Those Darn Robots!! to build a Mock Campaign for sweetgreen's Summer Menu Release.
cONCEPT:
Girl Moss Harder
A culturally-juicy response to the Girl Moss revolution, remote takeover, and growing #softgirlsummer trend.
Headlines:
Girl moss harder with our plant-forward bites.
Health girl summer is the new hot girl summer.
Plant power is on the menu.
Rejuvenation is on the menu.
Super green goddess: inspired by you.
MOOD BOARDing PROCESS:
— 🙍🏻♀️ Defined the strategy + creative direction…(wrote the brief!)
— 🙍🏻♀️ Input into AI tools w/ focus on clear, specific prompt writing.
— 🤖 Generated 4 relevant images/ illustrations in ~30 seconds.
— 🙍🏻♀️ Audited images to find what fit my vision. Requested variations, rinse, repeat.
AI INSIGHTS:
— Learning the tools only took a few hours but each has a niche. Read up before diving in.
— This process will fail if your ideas hinge on skimming large volumes of media to “find the inspo.” Self-led creativity is crucial.
— After finding a rhythm, the tools started to inspire me with new versions and to build the “edges” of the campaign.
deliverables:
Headlines (by me)
Mood board (by me, Midjourney, & DALL-E)
Soft girlies come thru :)