10 Days: AI reimagines 10 ads for 10 famous brands

Ad agency, 10 Days, has reimagined ads for 10 brands from Nespresso to KFC to Wimbledon, entirely using AI. The project asks the question about the potential of AI-driven creative, with thought-provoking results.

The ads cover a spectrum of visual identities, spanning retro, cinematic, noir, and even cartoon styles. The images often feature familiar shapes, like the plane wing of a British Airways plane, or the signature nugget of KFC chicken. Just as often, however, the shapes are unrecognisable computer imaginings which make the images surreal, ranging from bright, kitsch colours to sci-fi, Dali-esque nightmares.

10 Days created the work using AI-driven platform, Midjourney, which is currently operating on an invite-only basis using Discord. The agency ideated 24 times on each brand, with six prompts. Each piece of artwork is generated using simple, genre-based words, like ‘sci-fi’, ‘noir’ or ‘cinematic’. The entire process took just five minutes to churn out, and due to the ever-changing nature of AI produced artwork, every image is one of a kind.

The implications for the industry are fascinating. While the technology isn’t quite ready to put out a finished, polished ad, the range of visual ideas created is striking. Nevertheless, it’s the speed at which these artworks are created that is most impressive.

View the latest work for Wimbledon (l), side-by-side with the AI’s attempt (r), which took just under 60 seconds.

10 Days is the first to explore the creative possibilities of Midjourney for advertising, inputting the minimal prompts to allow the AI platform to run free and delivering four completely unique and unrepeatable images and inventing new designs for advertising and products.

Here are some examples:

Jolyon White, co-founder and creative director of 10 Days, commented, “It’s staggering what AI can achieve given the right set of prompts and keywords. We’re now able to create 24 layouts in the time it takes our art director to take their first sip of coffee. At 10 Days, we’re always trying to break the traditional formula of an advertising agency. AI is just one of many ways we’re doing just that.”

George White, co-founder and chief strategy officer of 10 Days, added, “AI creativity has a huge future in store. Humans and AI are going to be working hand-in-hand – it’s how we harness it that will be exciting. Soon the possibilities will be endless.”