GRENADE

For Grenade, I led a social-first campaign to tease and launch its collaboration with Creme Egg, using generative AI imagery and motion to create content designed to intrigue and entertain. The campaign imagined a series of high-profile stunts across recognisable London locations, presented through a deliberately lo-fi, UGC-inspired lens to make audiences question whether they had really happened. The result was a playful stream of content that built curiosity, conversation and anticipation ahead of the launch. Alongside the creative and art direction, I guided the client through the ethical use of generative AI, helping establish a responsible approach to creating convincing, synthetic campaign content.