Description
The commercial for "Comfy" came about at a time when advertising budgets had decreased due to the war in Ukraine, leading to reduced advertising budgets and a shortage of personnel in the advertising market. The solution was to employ AI to create 95% of the illustrations for the Comfy commercial, aiming to maintain the brand's aesthetic while producing content that does not immediately appear to be AI-generated and continue communicating its leaderships to the target audience.
Currently, no single AI tool can create an entire illustration from scratch, so we combined 4 tools.
The commercial taps into a unique Ukrainian cultural phenomenon, the Pshonka Style, known for mimicking Baroque styles in contemporary interiors. This style, associated with the opulence of certain Ukrainian oligarchs, serves as an ironic and humorous foundation for the advertisement, aligning with Comfy's brand identity of cheerfulness and wit.
This professional campaign titled 'Comfy – The Fountain' was published in Ukraine in September, 2023. It was created for the brand: Comfy, by ad agencies: And Action and Banda. This Digital medium campaign is related to the Retail Services industry and contains 2 media assets. It was submitted about 1 month ago.
Credits
Production agency: and action
Creative Director: Ivan Ishchenko
Producer: Victoria Suprun
AI Stylization: Ivan Ishchenko
Designer: Sofia Pokorchak
Motion Designer: Bohdan Martovskyi
Sound Designer: Vic Pekun
Voice Artist: Taras Muchychka
Advertising Agency: Banda agency
Creative Director: Oleksii Dyvysenko
Creative Producer: Anastsiia Polikarchuk
Art Director: Sonya Chokan
Creative copyrighter: Sergio Hvostini
