Grenade’s 2026 social campaign for its Creme Egg collaboration imagined a series of large-scale stunts across recognisable London locations, then created them with generative AI. Rather than chasing polished photorealism, the work was deliberately made to feel lo-fi and user-generated, borrowing the visual language of something a passer-by might have filmed on their phone. The campaign was designed to build intrigue and conversation before the product launch by leaving just enough uncertainty around whether the events were real.
That is the more interesting creative use of AI here. The technology did not just make production cheaper. It made an otherwise impossible piece of public spectacle believable enough to circulate as culture. Brands can now invent the kind of oversized stunt that would normally require permits, builds, locations and large budgets, then release it through the same channels where real-world moments are discovered. The creative question becomes less about perfect realism and more about how far you can push believability before the audience stops playing along.
