Summary
Puzzlewood uses Instagram to create content that expresses its unique imagination and worldview. In December 2023, our “holiday” themed content
took traditional holiday elements and put our own spin on them. We used AI to create new forms of imagery, such as a deformed cake, virtual
candles, and a unique tree. We also used AI to sensitize scenes such as a green room and a winter scarf, visually conveying the feel of
Puzzlewood. These contents are organized in a way that stimulates the imagination rather than intuition, which plays an important role
in conveying Puzzlewood’s brand identity.
Hands by Hands moment was conceived to convey the beauty of everyday life through the diverse stories carried by hands.
The campaign was built around three main pillars:
1. Introducing hands from various professions – By showcasing the hands of people from different occupations, we revealed how their daily lives are intertwined with their hands, re-illuminating ordinary yet deeply moving moments.
2. Collaboration between designers and AI – Combining the creativity of human designers with AI allowed for a more delicate and expressive portrayal of hands.
Each final image often required thousands, or even tens of thousands, of AI-generated iterations to achieve the desired result.
3. Strategic image composition and storytelling – Not every piece of content features hands.
Instead, we strategically placed hand-focused images where they could best enhance narrative impact, ensuring that each visual supported the overarching story.
Discussing and portraying hands required a great deal of sensitivity.
We carefully considered every aspect—from whether hands could truly be expressed through AI, to how AI’s own perspective might interpret them, to the composition of images, text, and hashtags.
Throughout the campaign, we shared and refined many ideas: repeating short messages to establish a clear campaign identity while visually portraying different professions, or using hashtags to express nuances that might be difficult to capture in imagery.
Above all, we approached the campaign from the perspective of “seeing the story of hands through Puzzlewood’s eyes,” completing it as a reflection of our unique sensibility and viewpoint.
The campaign was completed through the lens of Puzzlewood’s eyes, reinterpreting the story of hands from our unique point of view.
In this campaign, we sought to capture and empathize with the everyday moments shaped by people’s hands, illuminating their stories through AI.
AI-generated content by Puzzlewood was shared on Instagram with the #AI hashtag, and more of these works can be discovered on Puzzlewood’s official Instagram.
- Amorepacific Creatives
- BM
- 여지예
- MC & Content Strategy
- 전채린, 황수진
- Visual & Content
- 우시아, 양은지
