City by Shedevrum
Moscow’s familiar streets, reimagined with generative AI.
The city becomes the demo
For Shedevrum’s first major city campaign, we reimagined familiar Moscow landmarks with the app. Twenty major city screens became a public demonstration: recognisable places, transformed through generative AI.
Making the range visible
I helped develop the campaign concept, organised idea generation and created AI images. Across 100 interpretations, the task was to make each location recognisable while showing how far the tool could take it. I also helped turn the campaign into its festival case. The campaign review reported a four-percentage-point increase in service awareness.
Awards & recognition
RED APPLE
- 2023 / Creative use of AI / Recognition
MIXX
- 2023 / Best Use of Display Advertising / Winner
- 2023 / Innovative Creative Technologies / Bronze
- 2023 / Best Use of DOOH / Bronze
- 2023 / Best Use of Native Advertising / Recognition