Before the World Wakes, Calderwick coffee campaign
The idea
Three products from brands that do not exist, three worlds: FULGRA, an energy drink bursting into a storm at night ("Drink the storm"); GLOWBUOY, an SPF 50 bottle floating in a pool ("Sun's out. SPF's on."); Calderwick Coffee Roasters, a quiet cup at dawn ("Before the world wakes"). Each one is built from a single packshot.
The challenge
Most banner sets are one image cropped into every size, so somewhere the headline lands on the product or the product gets cut in half.
How I made it
One packshot, one hero scene. The product was made first, then the scene was built around it, so the product stays the same in every format.
Hierarchy before pixels. Every scene was written as a ranking: product first, headline second, everything else third. The product leads through depth and light, not by being made bigger.
Formats grown, not cropped. Each scene was widened with Adobe Generative Expand, away from the product, then the vertical formats were cut from the tallest version.
Layout set by measurement. A script finds the calm area for the headline by scanning the image's brightness, and checks text contrast against the brightest pixel under the letters, not the average.
One product size everywhere. The product was matched to the same scale across every format of every campaign.
The coffee campaign alone runs in ten formats, from a square post to an 8:1 leaderboard.
What a brand gets
A campaign where every placement is composed on its own, with the headline, the offer and the layout included.
Orchestrated end to end in Claude Code, on my own production system.
The hero images are AI-generated; the copy and layout are mine.
The coffee campaign laid out in every format
0 likes · 3 views · Oct 7, 2026
Spec campaigns for three fictional brands (energy drink, sunscreen, coffee), each built from one packshot. Every format, from feed post and story to a wide web banner, is composed on its own, so the product always leads and the headline never covers it.
