INNO — Belgian Spring Is

INNO — Belgian Spring Is Coming (AI Campaign)

A school project: a spring campaign for INNO.

In Belgium, you never really know when spring starts. One day it's sunny, the next it's raining or cold again. "Belgian Spring Is Coming" plays on that: spring here isn't a date on the calendar, it's something you wait for. The campaign tells people to be ready for it, whatever the weather decides.

The concept, the insight and the campaign idea are mine. I came up with them before opening any AI tool. One of the key pieces is a crosswalk in front of the store, painted with hydro-reactive paint: the design only appears when it rains, so even a grey day becomes part of the campaign.

I then used generative AI to produce the visuals and build the art direction, showing what the campaign would look like in the street.