AI-powered design for summer travel insurance campaign

Before AI tools came out, our designers would traditionally use stock photos to create summer campaign creatives for our clients, or plan a costly photoshoot with real life models. 

Now that AI tools have stepped up their game and the images are almost indistinguishable from real photos, our team decided to use a blend of different tools to create visually compelling, on-brand images for various target groups and products for Europ Assistance.

These AI-powered performance creatives were used for Google’s Pmax and Meta and they delivered great ROI for our summer campaign!

Europ Assistance wanted to break away from traditional “stock image” look and embrace a fresh, striking approach to grab the attention of a broader audience during the competitive summer season. 

The key challenge was to create a series of visual assets for our Pmax campaign in Google Ads. The assets needed to be on brand, visually appealing and also resonate with the target demographic, compelling them to take action and drive revenue.

Additionally, our growth agency needed a variety of creative options to conduct A/B testing with different audiences, ensuring we could optimize the campaign for the best performance. These visuals had to align with Europ Assistance’s brand values while standing out in a crowded digital space. Furthermore, they needed to be adaptable across various digital platforms, maintaining consistency in both quality and messaging.

To meet this challenge, our designer, Farah, spearheaded the creative process, utilizing a range of AI tools to craft the perfect visuals. Let’s dive into this process : 

Before selecting the final concept, we brainstormed and presented 7 different ideas to our client, based on their strategic brief. Without AI, we would have only had time to create mock-ups for 3 concepts, as this process is typically quite time-consuming. However, with the help of AI, we were able to present all 7 campaign concepts with full visual representations, significantly speeding up the process and having a larger variety of creative options.

Here are few of the mock-ups of strategic concepts our growth agency created with the help of AI tools :

We finally built the summer campaign around the concept of a “no luck budget,” aiming to emphasize the reliability and security of Europ Assistance’s services in case of unforeseen events during holidays. This theme drove the creative direction, focusing on visuals that communicated trust, safety, and preparedness. The main idea was to illustrate the contrast between a person who subscribed to Europ Assistance’s travel insurance VS the person who didn’t subscribe to travel insurance. 

Our designer Farah began by generating initial visual concepts using MidJourney, an AI tool that helps bring imaginative ideas to life. To enhance the quality of these visuals, she employed the ChatGPT MidJourney plugin, which allowed her to refine and improve the prompts for generating images, ensuring they were perfectly aligned with the campaign’s vision.

In the early stages of using MidJourney, generating detailed twins was a challenge. To work around this, Farah had to generate two separate women. To do so, she used the –creff and –cw 100 prompts to create facial similarities between them.

While AI tools like MidJourney provide a solid foundation, they often miss finer details such as texture and specific elements (e.g., an arm cast in a medical context). Farah used Adobe Photoshop’s generative fill capabilities to meticulously add these details, creating visuals that were not only vibrant and eye-catching but also contextually accurate and aligned with the campaign’s messaging.

Once the base visuals were perfected, they were upscaled using Midjourney & Freepik Mystic with Flux based to ensure they maintained high quality across all platforms. This step was crucial for maintaining consistency in visual appeal, whether the visuals were displayed on a mobile device, desktop, or a large digital screen.