Heinz: Case Study: It Has to Be Heinz - A.I Ketchup

Jun 2024

Heinz explores the intersection of brand identity and generative technology in this campaign, It Has to Be Heinz - A.I Ketchup. The case study video tracks how artificial intelligence interprets various text prompts, consistently defaulting to the visual hallmarks of the iconic ketchup bottle. Merging broadcast news segments with AI image generation, the production highlights the pervasive nature of the brand’s visual cues. The execution leans into a warm, cinematic aesthetic, balancing live-action technique with digital manipulation to illustrate the ubiquity of the Heinz aesthetic in modern media. The project was a collaborative effort with agency creative lead Rethink, alongside PR support from Middle Child Toronto and media planning by Carat Chicago and P57. Sound design and music were provided by OSO Audio and Vapor Music.

Horizontal, Cinematic, Warm

AI Image Generation

Brand Film / Corporate Video