Philips Hospitality Displays AI

Customer
PPDS - Philips Professional Displays

Our role
Concepting
Design
Online marketing

Deliverables
Campaign concept
Digital banner sets
Social media visuals
Advertisement
Digital brochure

Date
Q3 2024

Imagine: from the moment you walk into the hotel, you are immersed in an atmosphere that instantly transports you to another world. Whether you're checking in, relaxing in your room, dining in the restaurant, working out in the gym or attending a conference-everything feels futuristic, seamless and perfect.

This was exactly the experience we wanted to create when PPDS asked us to develop an online campaign to promote their full hospitality display portfolio. Not just any online campaign, but one just a little bit different than usual: in fact, we were allowed to use Artificial Intelligence (AI)!

From one hotel room to an entire hotel

What began as a brief to design one unique hotel room as a campaign image quickly grew into something much bigger. PPDS was so impressed with our initial AI-based designs that they asked us to extend the same style to the entire hotel.

Using MidJourney - a AI image generation tool - we created several variations until we had a design that perfectly matched their vision. As the enthusiasm at PPDS grew, so did our brief.

AI in action: our design process

The challenge? To create a consistent look and feel throughout the hotel, so that each space felt like part of one cohesive whole. To achieve this, we repeated the same prompts in MidJourney, with minor tweaks for each specific space. For example, for the futuristic fitness room, we used the prompt:"Ultra-realistic photo of a futuristic science fiction fitness room. The room is in white with subtle orange accents...". For the restaurant, the prompt read,"Ultra-realistic photo capturing diners immersed in a bright and white futuristic science fiction restaurant with subtle orange accents...".

After creating more than 500 different images, we had a set of concept images that already conveyed a strong sense of the hotel experience. But we weren't done with that. We began combining these images, refining the prompts and running them through MidJourney again until each room conveyed just the right mood.

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Human touch with KREA & Photoshop

The first images were impressive, but they still needed a little something extra; they lacked detail and especially the desired human touch. This is where Photoshop and KREA came into the picture. People were photoshopped into the images and then perfectly integrated into the environment with KREA. This online tool gave our images that extra touch and added depth. We repeated this process until the images not only looked futuristic, but also felt realistic.

In the final phase, we added Philips hospitality displays to the spaces, again using a combination of Photoshop and KREA.
The result? Futuristic visuals that perfectly fit the brief.

Check out some before & afters in the sliders below!

''We clearly say here that even in the future, when all will look different and technology will have evolved.... our Philips hospitality displays, including Philips MediaSuite TVs - already so advanced and easy to update with the latest features - will remain. I think it's brilliant."

Marion Chaignon, Senior Marketing Manager EMEA

Our hero product: the digital brochure

Of course, with generating an impressive set of AI-images, we are not there yet. We translated this into various campaign tools, such as visuals for a newsletter, e-mail marketing and a digital banner set for LinkedIn. Above, we already briefly talked about a "hero product." For PPDS' hospitality campaign, this was the hotel room. For us, in this entire project, it was the hospitality brochure. In fact, we were also commissioned to design an informative brochure, focusing on attractive and inspiring images.

As part of the campaign, the design must be consistent with the "out of this world" concept. Therefore, again, the campaign image serves as the basis and is used as the front page. Flip through the brochure and dive into the future! Indeed, you will be guided through all the rooms in and around the Oasis Hotel and informed about the corresponding displays. The combination of the futuristic images with the realistic displays show that the displays satisfy the needs of the hotel and its guests, now and in the future.

Because of the digital nature of the brochure, we were able to use all kinds of hyperlinks. This way we made it informative with as little text as possible, and were able to pay extra attention to all the images created that come together here.