Turned Hamburg landmarks and local culture into instantly legible, product-led FOOH and social stories.
Overview
About this project
Hamburg became an active part of the Underdocks brand language. I used familiar landmarks, neighbourhood codes and St. Pauli energy as instantly readable frames for product-led stories.
From city signal to visual stunt
The Reeperbahn Lobster Roll starts with a simple strategic test: can someone understand the place, product and attitude before the first second is over? Prompt-led spatial ideation, reference framing, product scaling, compositing and motion turned that premise into a FOOH execution built for vertical feeds.
The same logic extends into local archetypes, the Elbtower, football moments and neighbourhood-specific formats. AI accelerated previsualisation and world-building; the brand filter kept every idea recognisably Underdocks.
AI, Marketing, Video
Turned Hamburg landmarks and local culture into instantly legible, product-led FOOH and social stories.
Underdocks needed local ideas that worked without a long explanation. I used landmarks, neighbourhood codes, matchdays and street humour to make the product part...
Tools used
- Prompt-led spatial concepting
- Reference framing and AI previsualisation
- Product-scale logic and generative motion
- Compositing and motion finishing
- Vertical social editing