When Strategy Creative reached out with a campaign for PGDB, the goal was clear. They wanted to get the public thinking twice before hiring someone just because they say they’re a plumber, gasfitter or drainlayer.

So we helped bring that message to life with a series of everyday scenarios where things have gone very obviously, very wrong.

The Idea

Each visual shows a job that looks legit at first glance, but on closer inspection is a total disaster. A wall light leaking water above a bed. A toilet dropped right in the middle of a kitchen. A living room full of gas smoke.

It all ties back to the same message: “Don’t just take their word for it.” Because when it comes to trades like plumbing and gasfitting, a mistake isn’t just inconvenient, it can be dangerous.

Our Role

We worked with Strategy Creative to develop and produce the visuals across digital billboards, bus backs and online placements. The aim was to create something that felt believable at first, then twisted just enough to make people stop and look twice.

Every scene was carefully designed to sit naturally in the city environment while delivering that moment of “hang on, what?” as people passed by.

The Result

The campaign rolled out across major cities in Aotearoa and PGDB’s online channels, sparking plenty of double takes. The message landed clearly: check for a licence before you hire.

It’s a reminder that a strong creative idea can travel fast when the visuals are sharp, simple and a little bit cheeky.

The challenge was controlling every visual detail, from architecture to decoration to atmosphere, without the long timelines or high costs of traditional production.

We stepped in with AI. By creating photorealistic office settings tailored entirely around their luminaires, we gave the client full creative control over how their products were placed, styled and lit. Turnaround time was faster and costs were reduced to a fraction of what live shoots or 3D visualisation would require.

Each office environment had its own character and layout, designed for multiple output formats across print and digital. With visuals developed upfront and collaboratively, Eagle Lighting could make confident creative decisions early, with clarity on look and tone before anything was final.

In partnership with São Paulo design studio MAAR, Arthur Machado acted as AI-artist on Nubank’s “Caixinhas” savings feature, delivering a library of brand-perfect images in record time. Forty core photographs, rendered in three formats for two product tiers, were expanded into 120 final assets, all exuding Nubank’s unmistakable purple and a sun-lit, aspirational mood. 

Project Snapshot

Nubank wanted iconography that would turn the idea of “putting money aside” into something people could feel. MAAR’s brief called for photographic visuals that looked shot on location yet could be produced fast enough to meet a looming app-update deadline.

Challenge

Each asset had to land instantly on a small mobile canvas, stay faithful to Roxinho (mass-market) and Ultravioleta (premium) sub-brands, and preserve icon clarity across three aspect ratios. All of this needed to happen without drifting from Nubank’s global brand system, anchored in its now-iconic purple palette and human-centred design language. 

AI-Driven Solution

LoRA models were trained on Nubank’s guidelines, allowing the use of generative tools to “photograph” perfectly centred objects under soft natural light, wrapped in subtle violet gradients. The healthy mix of human art direction and machine iteration meant textures, shadows and depth could be refined at speed, while LoRA kept every pixel on-brand across all 120 outputs.

Outcome

The asset pack rolled out inside the updated Nubank app without a single revision round, earning internal recognition as a benchmark for high-volume, AI-driven asset production.

Credits

Agency: MAAR.Company
Creative Direction: Fábio Simões & Pedro Burneiko.
AI Artists: Arthur Machado, Pedro Burneiko.