For my first project with Stupid Human, I worked on the client Purmo, an interior climate control company operating across Europe; radiators, air conditioners, thermostats. The market was flooded with bland, lifeless imagery: awkwardly posed people, endless phone shots, or straight-up stock photos. Purmo wanted to break free from the monotony, taking an emotional approach that captured people in the moment, living gently. We brought this to life first through a playful video campaign, exaggerating just how disastrously bad heating can affect everyone, and then extended the approach into a fresh, cohesive image library that strayed far from the usual category clichés.
AI Generated Video Campaign & Asset Library
Purmo
Video Brand Campaign
When Indoor Climate Works, So Do People
A campaign inspired by those real moments when it’s just too cold to catch a wink, or so hot that the corporate machine drains every last drop of determination you’ve got. This project started with a single generated image. Multiple variations were created to nail the personality of our models, the lighting of the scene to the very last design of the paperwork. The end product are two upscaled campaign videos.
At Home
Original Image Generated
In the Office
Original Image Generated
Image Library
In addition to the video’s we were tasked with refreshing their image assets. Previously, they used very “empty” imagery that felt cold for a product around feelings of warms. We created a new batch that matched in color, lighting, style, and ensured space for personalized products to be switched out by the requests of the sales team and customers. The coloring is meant to juxtapose cooling and heating without being overtly product focused.
Original Image Generated
Brand Image
To complete the project, we refreshed the brand image to better align with the new look and feel, making it closer, cleaner, and more professional.
