That Ikea x Patagonia collab? Generative AI made it happen

Creative director Eric Groza reveals how he crafted a viral collaboration between Ikea and Patagonia using generative AI.

Eric Groza—an executive creative director with a long career at advertising firms like Grey, TBWA, and McCann—thought generative AI was far away from becoming a real-world production tool until last November, when the new version of Midjourney launched. The tool’s ability to produce realistic images blew him away, so much so that he instantly found himself obsessed with it.

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