SPOTiCAR

Spoticar, the approved used car scheme for the PSA Group, needed a new approach to creating digital content across its marketing channels. With limited existing brand assets, and vehicle imagery supplied by multiple manufacturers with very different visual styles, there was a challenge in creating a consistent look and feel while also communicating the wider benefits of the Spoticar offering. In 2024, AI image generation was still an emerging creative tool, and I explored how it could be used as part of a wider production process to develop a flexible library of imagery. Using Midjourney, I created new environments and visual concepts that could support campaigns across social media, display advertising and email marketing.

I undertook research into prompt engineering and developed a process for generating, refining and selecting assets at scale, working closely with the retoucher to combine AI-generated scenes with accurate manufacturer vehicle imagery. This ensured the final creative maintained the quality and detail required for automotive advertising, while allowing Spoticar to move beyond the limitations of its existing assets. The resulting image library provided a consistent visual foundation for a wide range of campaigns, including display ads, social content, email designs and animations, helping the brand communicate its offering more effectively across digital channels.