An international digital campaign combining art direction, motion, and AI-assisted imagery.
Overview
UCC is an international Swiss brand offering professional coffee machines, top-quality coffee, and service solutions for institutions, large companies, and professional environments.
For this project, I partnered with UCC to expand their Total Coffee Solution campaign into a fully digital, international rollout. The challenge was to translate a complex, all-in-one B2B offering into a clear and premium visual narrative — while creating a large volume and variety of high-quality assets adapted to different industries, platforms, and markets.
The campaign was developed for Meta, LinkedIn, and Google Display, reaching a broad professional audience across Europe.
For this project, I collaborated with motion designer and videographer Christian Roa.
Creative concept & approach
The Total Coffee Solution concept positions UCC as a complete and versatile coffee partner — combining machines, coffee, service, and support in one seamless offer.
The creative direction focused on three core messages:
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All-in-one: a complete coffee ecosystem
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Versatile: adaptable to multiple industries and environments
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Excellent quality: Swiss roasting expertise, world-class equipment, sustainability, and 24/7 service.
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Visually, the approach centered on showing the product in context. Each asset places UCC’s machines and coffee solutions within realistic, carefully art-directed environments — offices, healthcare institutions, hospitality spaces, and institutional settings — allowing each audience to instantly identify with the scenario.
To achieve this level of contextual precision and scalability, I relied heavily on AI-assisted image creation. Using advanced tools such as Google Nano Banana Pro, the Freepik AI platform, and Adobe’s AI editing tools, I generated and refined bespoke imagery that matched the brand’s visual standards while allowing full creative control over environments, lighting, mood, and effects.
Campaign structure
The campaign was designed as a modular system combining brand awareness and segment-specific communication.
Alongside general ads promoting UCC’s overall value proposition, dedicated creative sets were developed for four key segments:
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Mid-to-large offices
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Healthcare institutions
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Luxury hospitality
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Institutions
Each segment featured its own tailored mix of AI-generated photography, static ads, carousels, and short video formats. The imagery was art-directed to highlight the most relevant use cases and benefits for each audience, then integrated into motion pieces through close collaboration with a motion graphics designer.
