We used AI to expand a few inherited worlds for Lowe’s.
Messi, World Cup. Sometimes the brief is just "we have Messi," and the meaning is ours to find. Then, Argentina lost in the semis—and the moment got a bit more real. "The run ends. The legacy never will." Seven words, written into a loss nobody planned for. The job wasn't the concept. It was landing grief and permanence in a single breath, on a brand's account, in real time. 🐐
We expanded Lowe’s library with AI to keep their content relevant to the season.