Procter & Gamble,
Procter & Gamble (Neurobión, Mexico) needed creative assets that authentically represented Mexicans with symptoms of vitamin deficiency, while respecting the brand's global guidelines. With no logistical or budgetary possibility of running photo shoots, Maggiore considered using stock photography; however, these images turned out overacted, stereotypical, and mostly depicted Caucasian people.
Maggiore developed 100 sets of banners and email marketing campaigns fully customized for the target audiences. The project ran in April 2023, during the early stages of using AI for image generation. Following an iterative refinement process, Maggiore carried out photomontages and photo editing to ensure images that were believable, authentic, and true to the brand guidelines.
High-quality content was achieved cost-efficiently: the need to travel to Mexico and the complexity and cost of a photo shoot were avoided, speeding up timelines and reducing budget. The process was relatively fast and a pioneer in the use of AI for image generation, reinforcing Maggiore and Neurobión's positioning as bold and innovative companies.
