Purpose
This project was implemented as an experiment exploring the role of AI tools in the creative direction process.
The goal was to develop a campaign concept for a travel destination that focuses not on listing attractions but on communicating the emotional experience of a place.
The scenery of Iceland was approached as a landscape of contrasts - vast, raw and monumental, yet deeply connected to introspection and stillness.
Approach
The project was developed as an experimental creative direction process in which AI tools acted as conceptual collaborators.
AI was used to generate visual explorations, test visual directions and rapidly iterate campaign ideas.
The process included:
- developing the creative concept and campaign tagline
- exploring visual interpretations of Icelandic landscapes
- designing a TV commercial concept
- creating a visual system for multiple campaign channels
AI served as a tool supporting ideation and visual exploration, while the overall concept and direction were guided through creative direction.
Visual Language
The visual concept is built around the contrast of scale: monumental landscapes and a solitary human figure. The person becomes a reference point within the vast environment, emphasizing both the power of nature and the introspective experience of travel.
The tagline “Off Earth. On Soul.” reflects this duality - a place that feels distant from everyday life, yet brings you closer to yourself.
Outcome
The project demonstrates how AI can support the creative direction process by accelerating exploration and visual prototyping.
The final concept includes a TV commercial idea, static billboards and social media campaign assets built around a consistent narrative and visual language.
