EXPERIENCE:
ART DIRECTION; GRAPHIC DESIGN; AI IMAGE & VIDEO GENERATION
GEPA is a long-standing Fair Trade pioneer, known for high-quality, mainly organic products and a transparent approach to ingredients, production and the value chain.
For the launch of a new fair-trade granola bar, our task was to create a series of AI-assisted videos that could introduce the product across multiple digital formats.
process
The initial brief pointed towards a green, natural and environmentally conscious visual direction. Alongside this expected route, we developed a second, bolder moodboard built around colour, flavour and appetite appeal.
This direction challenged the common perception that fair-trade products are less exciting or indulgent, and positioned the granola bar as something vibrant, tasty and desirable.
Working within a tight deadline, we built the production around a carefully planned storyboard and a flexible AI-assisted workflow. The visuals had to work first as a 16:9 soundless launch video, then be adapted into shorter vertical cuts designed for social platforms.
results
The final videos translated the product’s fair-trade background into a more energetic and appetite-driven visual world. The project became a fast, focused exercise in using AI not as a shortcut, but as a production tool shaped by clear art direction, format planning and close client alignment.
Created at Umbrella