“This transformation gave us greater control and consistency across our creative, elevating quality at scale. The work feels sharper, more relevant, and has helped build a brand people connect with more deeply.”
Tristan Eringher
Group Marketing Director, Unibail-Rodamco-Westfield
Radical, End-to-End Transformation
Westfield executed a complete shift from 100% traditional photography to a fully AI-generated creative model in under a year, not as an experiment, but as a permanent future-proof operating model for brand communications.
Performance Without Compromise
The AI-powered campaign significantly outperformed EU Brand Tracker benchmarks across all core KPIs, including Clarity, Relevance, and Intent to Visit, proving that innovation can drive superior commercial results.
Trust Built on Quality & Design
.Consumer trust remained intact: only 1%differentiate is artificial association. Audiences prioritized relevance and quality over production method, validating a brand-first, design-driven approach that preserved authenticity.
Zero Waste
MicroVerse delivered speed, hyper-local cultural relevance, and scalable quality across global markets. Every asset was used, with no wasted shoots. Full control allowed feedback and changes to be addressed precisely, every time.
KEY TAKEAWAYS
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?
CONTEXT AND CHALLENGES