100% Gen AI campaign
Brandtech's Pencil
Client: Lancel
Uniquely, rather than trying to edit the AI to make it realistic, Lancel chose to lean into the surrealist, other-worldly aspect of AI. They wanted to make sure the core DNA of Lancel came through - Parisian elegance, colour and joy - but with a twist that could only be pulled off with the use of Gen AI.
Lancel used Pencil Pro, which helps major global brands make ads from scratch - from customer insights to creative to predictive performance and through to media launch to the brand's ad accounts - using Gen AI. The Pencil Pro platform allowed the team to generate potential concepts for a new campaign to launch Lancel’s Neo Partance travel line, experimenting with many concepts, different locations, camera angles, styles and more.
Without Gen AI, it would have been impossible to experiment with that many different ideas and concepts, as it would be too costly and too time consuming. With the help of those experiments, as well as predictive performance analytics, the team were able to narrow down the route: showcasing the range in a series of iconic locations around the world for a social campaign.
Pencil Pro developed perfectly executed content in a variety of styles and formats, and directly distributed ads to the platforms in record time, with minimal budget and without getting on a single aeroplane!