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Sunbeam
AI-Powered Commercial KV & Territory-Wide DOOH Campaign
Role: Commercial Art Director / AI Creative Specialist
Scope: Concept Development, AI Prompt Direction, Product Compositing, Tagline Creation, Key Visual Design, DOOH Production
Media Network: JCDecaux Concourse Digital Landscape Network — 49 MTR Stations (108” HD LCD Panels)
Overview
Led the end-to-end visual direction for Sunbeam’s territory-wide digital out-of-home (DOOH) campaign across Hong Kong’s MTR network.
This project demonstrates how Generative AI, when guided by senior art direction and precise compositing techniques, can deliver agency-level commercial visuals without conducting a traditional studio shoot.
Creative Direction
Developed the campaign concept and mood direction from scratch, defining lighting style, brand tone, and commercial aesthetics before initiating AI generation.
Adopted a studio-grade visual approach to elevate product perception and ensure strong brand recall within high-footfall transit environments.
AI Production & Integration
Conducted structured prompt exploration across multiple AI platforms, selecting Adobe Firefly to generate high-resolution, hyper-realistic studio environments.
Integrated the cosmetic product without physical samples, using accurate dimensional references and advanced Photoshop compositing to achieve:
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Realistic light interaction
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Accurate scale and reflections
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Seamless skin retouching
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Pixel-perfect subject isolation
All assets were finalized to meet JCDecaux’s DOOH production specifications, optimized for 108” HD digital landscape panels.
Business Impact
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Replaced traditional studio production with a cost-efficient AI workflow
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Significantly reduced production lead time
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Delivered commercial-grade visuals broadcast across 49 major Hong Kong MTR stations
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Demonstrated scalable AI-driven production standards for SME-level campaigns
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