AI UGC Campaign for Group Coach Hire

How do you use AI to create advertising without making the audience feel like they are looking at AI?

For this social-first campaign, I developed a new visual direction for a Brazilian coach-hire company targeting younger groups planning university trips, events, nightlife, nature getaways and other shared travel experiences.

Rather than presenting transportation through traditional fleet photography, the campaign focuses on the moments people actually want to share: the selfie before departure, friends talking in the aisle, direct flash at night, spontaneous group photos and the feeling that the trip has already started before reaching the destination.

The creative direction intentionally borrows from the visual language of Instagram and TikTok — handheld framing, direct flash, imperfect composition, close camera distance and UGC-style perspectives — while maintaining enough brand consistency to work as a campaign system.

A major part of the process involved rebuilding the bus interior from real fleet photography into a cleaner, more premium campaign environment, while preserving the vehicle’s recognizable architecture and branded details.

The final system was developed around four audience contexts: university and student travel, nightlife and party groups, nature and adventure trips, and committees or group organizers.

My role covered creative strategy, campaign direction, art direction, AI image generation, visual development, audience framing and social-first advertising design.

Creative Strategy · Art Direction · AI Image Generation · UGC Advertising · Social Media Campaign · Travel Marketing · Visual Storytelling