One motif.Twelve languages.
MySteel sells Corten steel products across numerous European markets. Instead of producing anew for every market, we AI-generated three campaign motifs and derived twelve language versions with several copy variants from them. Concept, visual language, selection and fine-tuning come from swype — production itself runs without a shoot.
Client project · Corten steel · DACH & EuropeOne autumn campaign, in 12 languages.
For MySteel we developed a complete autumn campaign: product worlds, scenes, headlines and ad layouts. All imagery is AI-generated – no shoot, no location scouting, no weather risk. Every visual exists in several copy variants and was then rolled out in twelve language versions.
Concepts, not templates
Several product worlds, scenes and copy variants – each visual designed as its own ad, not as a colour variation.
12 language versions
The same campaign logic across twelve markets: headline, subline and layout stay consistent, only the language changes.
Without a shoot
No set, no location, no seasonal dependency: the autumn mood is created in production – reproducible at any time of year.
Why we produced this with AI
Every additional language is an adaptation instead of a new shoot — motif, light and product presentation stay identical across all markets.
All motifs are created in the same look. That keeps the brand recognisable across twelve language versions.
Variants can be generated and evaluated within hours instead of waiting weeks for a shoot date.
Autumn light, a garden at dusk, stacked wood: scenes that in a real shoot would depend on weather and season.
This page, ready for AI to read.
A plain Markdown reading version with the key information from this page.