The Puella laundry perfume brand is entering television with a spot created by artificial intelligence.
The Czech-Slovak laundry perfume brand Puella, which under the leadership of its founder Martin Švenk has expanded into 10 countries in five years and achieved a turnover of around half a billion crowns, is entering television with a summer campaign. The creative work is the work of the Boldie studio.
The brand is launching a spot on television that was created entirely in a digital environment using artificial intelligence. Its final form, from the visuals to the sound component to the voiceover, was created using a combination of more than twelve specialized tools. Štěpán Šimek was responsible for the final effects, including the striking 3D and VFX elements. David Stachura collaborated on the direction, and the entire process also included digital simulation of camera movements, technical specifications, and location tests.
"At Boldie, we have been developing our own approach to working with AI for over a year and a half. Together with directors, cinematographers, and editors, we are looking for ways to integrate AI so that the result is believable and stays true to the language of film. Craftsmanship is still essential to us. We don't see AI as a threat or a challenge – we take it as a natural part of today's creative process. Everything else is a question of approach. Our ambition is to introduce a new division focused on next-generation communication, and we welcome new talent to the team," says Boldie's creative director, Zdeněk Šemro, adding that post-production played a key role in the preparation of the campaign. The concept, including the script, production of the main spot and other formats, was developed within three weeks of the client's assignment.
The campaign has been running since July 18 on television, outdoor media, and the internet in the Czech Republic, Slovakia, and Hungary. The media strategy and planning were handled by the agency Serious Media.
Source: mediaguru.cz
