( Selected work — 02 / 10 )
How we built a national retail campaign with AI.
FRESH Plus — Letí, letí, kupón letí
A coupon campaign for the FRESH grocery chain starring Marián Čekovský — with the entire film generated with AI, from the scenes around him to the flying coupons.
One face everyone knows, one song you cannot unhear, and coupons that fly. Studio, sets and post-production happened inside the machine — art direction happened outside of it. The spot runs online and the key visual runs out-of-home.
FRESH Plus wanted to introduce its digital coupons through a campaign featuring Marián Čekovský. The communication had to feel entertaining, recognisable and significantly different from conventional supermarket advertising.
The concept required visually exaggerated scenes, unusual perspectives and a large volume of campaign assets. Producing every scene traditionally would have required multiple locations, set builds and a considerably larger production.
We developed the campaign as an AI‑native production. Starting from the central idea of a flying coupon, I directed the visual language, compositions, styling and surreal situations, then used AI to build and refine the campaign world across still imagery and video.
AI was not used as a shortcut after the concept was approved. It was the production medium through which the concept itself became possible.
A distinctive campaign world produced without a conventional large‑scale shoot — letting the idea extend across formats while maintaining one visual language, and becoming the foundation of a continuing partnership with FRESH Plus and LABAŠ.
