Timberland – GenAI DOOH

October, 2023

For Timberland’s 50th anniversary, in collaboration with Urban Vision and the Italian AI artist collective ICONA, we developed an innovative DOOH (Digital Out-of-Home) campaign in the heart of Milan.

Using AI-generated backgrounds in real-time, we transformed Via Dante into an interactive experience where passersby could have their photos taken and instantly receive customized AI-enhanced backgrounds. This campaign redefined audience engagement, merging creativity, technology, and immersive marketing.

Over the course of two days (October 6-7, 2024), our team created 267 custom AI-generated images in 10 minutes per image. The process involved:
• Real-time AI background generation
• On-the-spot photo editing and composition
• Instant delivery and projection on big screens

This project was not just a leap forward for dynamic marketing, but also a glimpse into the future of brand communication. With AI, we are reshaping how brands interact with their audiences, moving beyond static campaigns into real-time, engaging experiences.

AI Artists & Production Team:
Katya Vettorello, Guido Callegari, Manuela Sissa, Eugenio De Riso, Stefano Baldassari

Client: Timberland
Partners: Urban Vision

Category Winner
Silver Trade-Retail Event