Strategic Inflection Point


Unibail Rodamco Westfield seeked to modernize brand perception and future-proof creative production while navigating an increasingly fragmented media landscape.

A Radical Pivot


Empowered by The Refreshment Club’s MicroVerse methodology, Westfield made a bold strategic move, transitioning from 100% traditional photography to 100% AI-generated creative within a single year.

The Authenticity Paradox


The core challenge: Increase campaign performance and efficiency while strictly maintaining brand authenticity, emotional resonance, and cultural relevance.

The Critical Risks


The stakes were clear and the risks were high: Would consumers notice? Would trust decline? Would performance suffer?