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<p>In a world driven by technology, artificial intelligence (AI) is rapidly evolving the creative landscape, pushing boundaries and redefining what's possible. In an effort to stay on top of the latest trends and technology, the team at Stirling Brandworks prioritizes a bi-annual Innovation Day dedicated to learning new skills and tools. Artificial intelligence (AI) was the theme of our most recent Innovation Day, where the creative team explored the synergy between AI tools and creative insights.</p>

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<h3 class="wp-block-heading">The Challenge</h3>

<p>While AI can't replace human imagination, it can certainly amplify it. Our journey began with a tribute to our loyal office dog Hallie, envisioning a jalapeño-infused tequila brand with a golden retriever as the mascot. Leveraging a variety of AI tools, we sought to create an end-to-end brand campaign that encapsulated Hallie’s spirited personality.</p>

<h3 class="wp-block-heading">Strategy and Execution</h3>

<p>The first step was giving our tequila brand a catchy name. We asked <a href="https://chat.openai.com/">ChatGPT</a>, a chatbot that generates human-like conversation and content, for 5 brand name options. One really stood out to us, and thus Hallie’s Inferno was born.</p>

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<h4 class="wp-block-heading">Creative Brief</h4>

<p>Developing a comprehensive creative brief is a vital part of the process, but can be time-consuming. <a href="https://chat.openai.com/">ChatGPT</a> proved invaluable in kick-starting a thorough creative brief with objectives, target audiences, messaging strategies, media placements, timelines, budgets, and success metrics.</p>

<h4 class="wp-block-heading">Logo Design</h4>

<p><a href="https://www.midjourney.com/app/">Midjourney</a>, an AI image generation tool, played a central role in this brand’s development. We prompted it to generate a logo depicting a spicy tequila brand with a golden retriever. The chosen logo combined vibrant colors with a line-drawn dog resembling Hallie in a cowboy hat. We added the finishing touch in <a href="https://helpx.adobe.com/photoshop/using/photoshop-beta-desktop-app.html">Photoshop Beta</a>'s Generative Fill by swapping tomatoes for spicy red peppers.</p>

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<p>These Midjourney-generated product images made us say, “yee-haw!”</p>

<h4 class="wp-block-heading">Website Design</h4>

<p><a href="https://uizard.io/">Uizard</a>, an AI website generation tool, brought our vision to life with a striking web presence. Through a series of prompts, Uizard crafted elements of a website embodying the brand's fiery persona, which we edited and rearranged to create an engaging user experience.</p>

<h4 class="wp-block-heading"><strong>Social Media + Signage</strong></h4>

<p>The next step in launching the brand campaign was creating social media posts and signage. We took to Midjourney with a distinct prompt, “Social post design for a spicy tequila brand, colors #618d8a #63a28a #f1c285 #d45530.” The results were, quite literally, fire. We then added our own spark with brand elements and touch-ups in Photoshop Beta.</p>

<p>The final phase of this campaign was building out a TV commercial. With ChatGPT writing the script, <a href="https://www.adobe.com/sensei/generative-ai/firefly.html">Adobe Firefly</a> and <a href="https://www.studiobinder.com/">StudioBinder</a> generating a storyboard, and our creative brain power tying it all together, Hallie’s Inferno came to life through words, music, and visuals.</p>

<h3 class="wp-block-heading">Our Takeaways</h3>

<p>Hallie's Inferno exemplifies the potential of AI to revolutionize the creative process. With the help of various AI-generated assets, our team was able to craft a captivating campaign with efficiency and innovation, showcasing the brand's spicy spirit and expanding our creative opportunities.</p>

<p>While AI served as a kickstart to our creative process, it does not replace the need for human creativity. Empathy, intuition, and nuanced decision-making are invaluable human qualities that AI will never take away from us.</p>

<p>Interested in joining a team where lifelong learning is valued and celebrated? Check out our <a href="https://ww2.stirlingbrandworks.com/careers/">career opportunities</a>!</p>

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We Created an Entire Campaign Using AI Tools. Here’s How it Went.