Alfa Romeo: Alfa Romeo AI

How do you build excitement for the launch of a car that's so classified, you’re not allowed to show it?

This was the challenge we faced promoting Alfa Romeo's much anticipated new supercar. With limited funds, minimal time and every detail of the project under embargo, we needed to think well outside the box in order to engage with car journalists (and eager 'Alfistis') to build momentum leading to the launch.

In an audacious world first, we gave journalists the interactive task of predicting our supercar's design, then brought those predictions to life using AI image technology.

The resulting images were then shared with our journalists, finally giving them something tangible to write about, and creating an entirely new conversation regarding the project (and creating a little healthy artistic competition among them along the way). We then extended the concept to our wider audience, generating hundreds of unique designs and images for the campaign, whilst building worldwide anticipation for the real thing to breaking point.

We flipped a challenge and turned it into a strength, the only problem being that perhaps our AI would create a car more beautiful than the real thing...

Luckily there is no substitute for real human passion, inspiration and soul.