19.03.2024

Generative AI works. So well, in fact, that people keep reaching into the toolbox like an open bag of chips to get even more.

As with financial specialist Leonteq, Atoll trains interested creative minds in companies in the targeted use of Midjourney. And marketing and branding managers benefit from our experience in the strategically sound development of visual worlds for brands.

The new tools open up a wealth of unimagined possibilities and now is the perfect time for the rebirth of a force without which brand work has always been pointless: imagination.

In fact, after more than two decades of the “authenticity” mantra, we are generally seeing a new openness in our industry to say yes again to stylising exaggeration, to fearless art direction, to the staging of fantasy worlds.

That is marvellous. Because it’s not an image that has to be “authentic”, but the idea of a brand that it triggers in our minds.