D2L Brightspace, a leader in educational technology, embarked on an ambitious mission to redefine its advertising strategy. Fueled by a vision to break away from the mundane and to resonate powerfully across various industry verticals, they sought inspiration from the simplicity and impact of Docebo and The Economist ads. Their goal was to ignite a new chapter characterized by innovation, playfulness, and captivating visuals that leave a lasting impression.THE BRIEF
The challenge was to blend the compelling copy lines, beginning with "A future this bright...", into the visual narrative without overshadowing the message. The campaign demanded a consistent yet innovative visual style, transcending the limitations of conventional stock imagery. D2L Brightspace aimed to create ads that were not just visually appealing but also carried a strong and cohesive brand message.
To create a visual style that was both uniform and vibrant, we harnessed the capabilities of AI technology through Midjourney. We initiated a series of experiments, fine-tuning the AI through various prompts. After honing in on the desired style, we carefully adjusted the prompts to replicate this aesthetic across different image concepts, ensuring they complemented the text perfectly.The woRK
Superside’s method granted D2L Brightspace precise artistic control over the visuals corresponding to each line of copy. Such exact consistency would have required a significantly longer timeframe with conventional stock imagery.
Superside's AI expertise provided D2L Brightspace with enhanced visual consistency and creative direction for a third of the time and effort required by conventional approaches.
AI played a crucial role in ensuring each of the 114 ads maintained a consistent visual theme, a feat challenging to achieve with stock imagery. This consistency enhanced the brand's identity, making each ad distinctly D2L Brightspace, while also allowing for varied and engaging designs.
Leveraging AI reduced 70% the time and effort typically spent on sourcing and editing images. This efficiency accelerated the campaign's launch and showcased the potential of AI in transforming the creative workflow.
The unique and compelling visuals crafted through AI significantly increased audience engagement and brand awareness. These innovative ads, standing out in the digital landscape, not only captured attention but also reinforced D2L Brightspace's position as a forward-thinking leader in EdTech advertising.