PULS – Beyond Coffee: Social Media AI Campaign Design

PULS (Beyond Coffee) is a functional latte brand infused with protein, creatine, and MCT — designed for sustained energy without the crash. The brand sits at the intersection of wellness and daily ritual, offering a smarter alternative to traditional coffee.

To develop a cohesive campaign visual system built around a sky/cloud motif, where the product lives in a consistent "blue sky" universe across every frame. The goal: a calm, premium feel that drives instant recognition on social media.

The campaign split into two core audiences:

Young & active consumers — outdoor scenes, climbing, movement. The message: "Keep going."

Vitality-focused consumers — warmth, connection, longevity. The message: "Vitality doesn't retire" and "Cheers to strength that lasts."

In both segments, product benefits (protein, creatine, MCT, sustained energy) were integrated into the visuals through hand-drawn arrow and line illustrations.

AI-assisted image generation for lifestyle scenes and product compositions, followed by post-production in Photoshop (cloud/sky retouching, typography integration, product packaging adjustments) and adaptation to Instagram post and story formats.