NEXT Restaurant

In order to promote a restaurant that was not yet open, we collaborated with DALL·E 2 to create a series of campaign images to express the world imagined by NEXT.

Both the NEXT briefing and the launch of DALL·E 2 landed on our desk at the same time. As the restaurant was not ready (i.e. no interior, food or guests), we immediately grasped the potential of AI to express the vibe of late-night fine dining. The beautifully bizarre images stand out from the generic interior and food photos of other restaurants.

Lots of free-publicity was generated for NEXT when the Dutch press picked up on the fantastical images and discussed how artificial intelligence will affect creativity in the future.