Expedia
Working under oversight from the Creative VP, created & rolled out a modular design framework - templates for static & video, with brand-safe visual structures tailored for use in Brandtech’s Pencil AI platform to generate high volume assets at speed for all necessary channels across 3 brands - Expedia, Vrbo & Hotels.com.
Templates were created in Figma, with multiple reviews & working sessions with the client's brand lead. The templates were also stress-tested using previous campaigns for the brands. Once signed off, these were then imported into Pencil using a Figma plugin tool for statics, & manually for video. From there, a larger team in Mexico was resourced to help with production when live briefs started.
167 templates were built across the 3 brands. Live briefs serve 13 markets, delivering 1000+ assets per month, with turnaround time reduced from 3 months to 4 weeks.
Since the initial design work was completed, all brands have had a slight brand refresh, which takes influence from this work.
AI image & video exploration
Expedia’s AI policy was understandably tight. During the first brand update, their look & feel for photography posed a challenge - all images needed to be infused with the yellow brand colour, yet their vast image library was very limited on this.
I proposed we do some tests for them. I sourced images from their library labelled approved for AI use, to edit the colours using Nano Banana & also create some new imagery in their new direction.
The proposal was well received, with those test images going on to be used in live campaigns. With the client increasing their exploration of image & video generation, we were then able to begin sourcing property assets from Vrbo, to generate people into those images for commercial use.
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