Client : Fairebel
Context
With the 2026 World Cup on the horizon, we proactively pitched a creative concept to Fairebel: a playful wink at beer advertising, borrowing its codes to celebrate milk. With my team, we developed several visual and copy routes. I was involved at every stage, from shaping the concept and writing copy to producing visuals and supervising the team. Part of the visuals were AI-assisted to keep the budget right for the client. Out of the different proposals, Fairebel fell for "Lait's Go !", which became the campaign's key visual. I also imagined the merchandising around it, from football jerseys in Fairebel colours to a whole range of goodies.
Art Direction · Concept · Copywriting · Team Supervision · AI-Assisted Visuals · Merchandising
