GRENADE

For Grenade, I led a social-first exercise with Cadbury Creme Egg to tease the launch of their collaboration, while exploring how generative AI imagery and motion could help brands launch products and ideas in social content at speed, in an ethical and responsible way. The work imagined a series of high-profile stunts across recognisable London locations, presented through a deliberately lo-fi, UGC-inspired lens designed to make people look twice. Every piece was openly acknowledged as AI, so the audience was in on the joke rather than being fooled by it. 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 team through the ethical use of generative AI, helping shape a transparent approach to creating convincing, synthetic content.