STAROPRAMEN

Client
Staropramen, through WDW Creative Studio
Work
Campaign concept, AI concept images, client presentation
A can of Staropramen non-alcoholic beer next to a dimpled glass mug of beer, with a plate of schnitzel with capers and a lemon wedge in the foreground, on a warm wooden table

My role

The brief

Staropramen wanted a campaign built on its Czech roots. We explored three ideas: the Olympics, Prague’s hidden gems, and Czech food culture through schnitzel.

Visualising with AI

I created the scenes in Gemini and finished them in Photoshop. That way the client could see the campaign before anything was shot.

Illustrated still life on a table: a black cast-iron pot on books, a beer mug, a plate with schnitzel, glasses, a kitchen scale and a thermometer Photographed still life with the same objects on a linen tablecloth: a cast-iron pot, two beer mugs, schnitzel on a plate, a thermometer and a gauge

Concept images

With my colleague I created compositions for photo and video in Gemini, looking for one simple image that says Staropramen. Then we pitched them to the client.

AI image in an ink-drawing style of the Charles Bridge in Prague with its arches, statues, domes and a gothic tower
AI image in an ink-drawing style of a table with plates, a pot, two beer mugs, a coffee pot, a ruler and a patterned tablecloth
AI image in an ink-drawing style of a breaded schnitzel on a plate next to a tall glass of beer on a wooden table

The shoot

The client chose the schnitzel idea. At the shoot I gave input on how to set up the photos and video, based on our concept images.

Poster image: a Staropramen can and a glass mug of beer behind a plate of schnitzel with capers and a lemon wedge, in front of a warm brick wall
Poster image: a beer mug and a Staropramen can on a wooden table beside a Praha postcard, dark bread and cheese, with a bronze figurine and a green desk lamp behind

The campaign live

The campaign ran on TV, social media and digital screens.

Photo of the Staropramen Non Alcoholic campaign on a Bauer Media digital screen mounted on a tiled wall: a can beside a beer mug and schnitzel, with a hand squeezing a lemon

What I learned

It was my first campaign from brainstorm to live ad. Showing ideas as finished-looking pictures made it easier for the client to choose.