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How Great created a brand character for Zewa with Phygital+
The creation of the character with neural networks has accelerated.
Respondents expressed a desire to purchase Zewa products after the introduction of Domovenok.
Respondents fell in love with Domovenok after the first video.
GREAT is a creative agency from St. Petersburg with a 30-year history. The agency ranks among the top 3 in the AKAR rating and holds the top position in the creative agency ranking by Rating Runet. GREAT’s projects have won at E+, Red Apple, White Square, Silver Mercury, ADCR, and other international and Russian festivals. The agency’s portfolio includes more than one hundred awards, among them Cannes Lions, Epica Awards, Clio, Red Dot, ADCE, Globes, and others.
Adapting the brand platform to Russian cultural context.
The new brand hero had to be quickly adjusted to different creative ideas and formats.
Accelerating production without losing quality.
Without neural networks, characters are created based on references. In this case, it’s not always possible to stray far enough from them. The character is likely to carry traits of various familiar characters that formed the basis of its design. However, a neural network trained on thousands of images combines the desired features into a completely new creation. In nearly every generation, we produced characters that were difficult to compare with any existing ones.
Thus, with the help of the neural network DALL-E, the creative team at Great achieved the one and only Zewa Domovenok.
The created image of Domovenok was flexibly refined, allowing for easy integration into various marketing materials.
— Zewa Team
The use of neural networks allowed the character creation process to be shortened from several months to just one week, while maintaining high quality and uniqueness. Phygital+ not only enabled the generation of characters but also facilitated their rapid adaptation to the project’s needs. As a result, Domovenok became a recognizable symbol of the brand and won the audience’s affection.
Phygital+ helps you scale quality visuals with speed and flexibility.
