PORTFOLIO

Using AI to make eye candy.

Design

Out of Home

Film and Video

PORTFOLIO

Using AI to make eye candy.

Design

Out of Home

Film and Video

WHAT MATTERED

Taste drives desire. But taste is abstract. A taste cannot be photographed or filmed, and traditional animation cannot convincingly capture its fluid, sensory nature. So, instead of doing what retail keeps doing anyway and clutter aisles with price flashes and product shots, we remove every conventional retail cue: no price, no copy, no product. We replaced these usual retail signs with something fundamentally different: the visualisation of taste itself.

WHY USE AI TO DO IT?

Our idea was not achievable through traditional production. The level of abstraction, motion, and constant variation required to represent taste made it impractical to shoot and quite complex to even begin animating. But AI made it possible to create entirely new visual forms, translating flavour into motion, and making the unvisualisable visible.

HOW THE INNOVATION CAME ALIVE IN STORE

We deployed large-format, AI-generated digital artworks across Woolies’ premium in-store wall space, an environment typically reserved for high-value promotional messaging, not LED panels with crazy visuals. The executions were intentionally wordless, immersive, and in constant motion. We designed them not to inform, but to provoke curiosity and draw shoppers into the confectionery alcove. Instead of improving how retail communicates, we removed communication altogether. We replaced rational persuasion with sensory provocation, using AI not to optimise content, but to create a new way of influencing behaviour at shelf.