Every milestone
in this home.
At the beginning of 2023, Trade Me launched their new brand platform - The New Life Store. The launch was supported by an integrated pan-Trade Me marketing campaign - In With the New - that went to market mid-January.
Client
Trade Me
Year
2023
Role
Design
Art Direction
AI Prompt Engineering
With
Caleb Carnie
Dione Tay
Cristina Jiang
Jess Hickman
OPPORTUNITYDare Kiwis to dream
Within Trade Me Property, it’s difficult to find images that convey the sense of our brand platform. The New Life Store aims to achieve the following:
Dare Kiwi to Dream
Evoke Emotion
Arresting imagery
As a result, our latest round of assets had very little creative that uses inspirational imagery.
SOLUTIONGenerate distinctive, inspiring imagery
With Generative AI making waves in the creative industry, it become obvious that it has potential to do what we need – generate visually arresting imagery that dares Kiwis to dream.
So over the course of a few months, this image exploration become a passion project for our in-house design team. We followed a double-diamond approach of going wide, then narrowing focus when we started to refine our image outputs and Midjourney prompting.
outcomeBreathing new life into Property
We took all of the concepts that were working and refined them into the creatives you see here! We landed on these 3D-rendered terrarium houses and studio-set doll houses. It’s almost like a vision board, that makes you peer into a more aspirational lifestyle.
This suite of imagery was then coupled with Headline copy. We spent time brainstorming with our marketeers on different copy ideas that would perfectly suit the imagery.
These new campaign assets go live in market at the start of 2024.
