How do you launch a hotel that doesn't exist yet? THE DOCK, a brand new hotel experience, opens in Södertälje on November 19. The opening campaign was created without a location, film crew or extras. Instead, AI has been used to visualize what the hotel will become: a place where anything can happen.

The campaign scenes take place in the elevator – a symbol of movement, meetings and anticipation. Just as the elevator takes guests between breakfast, conference and the sky bar on the 14th floor, the campaign transports the viewer between different worlds. Under the slogan “"It's not a stay. It's a new state of mind."” We meet a conference group in Great Gatsby costumes, a flirtatious older couple, and hotel staff with a giant disco ball preparing for tonight's grand party.

Behind the campaign is Tinktur, the agency that combines advertising and architectural expertise through its collaboration with Krook & Tjäder.

– As always, we started with a strong idea: in this case the elevator, as a symbol of the hotel and as our stage. And since the hotel was still a construction site, AI became a way to express THE DOCK's grand visions in a new, exciting and rather untested way. To help produce the films, the choice fell on the AI studio Synthetic White, says Karin Jacobsson, founder of Tinktur and former partner and creator at Forsman & Bodenfors.

She continues:

– We wrote scripts, made moodboards and shaped characters, just like in a regular production. Then we let the AI do the work. Hundreds of generations and a lot of AI direction later, we had a campaign. It was a very fun and sometimes a little frustrating process to see what the AI is actually capable of. The AI people didn't always do what we wanted, but in the end we think the result was really good considering the possibilities and limitations of the tool.

Also Anders Junger, CEO of Winn Hotel Group, sees the potential in AI productions:

– Visualizing a place that does not yet exist is a creative challenge. Here, AI has become a tool to open the doors to THE DOCK and show that it is far from an ordinary hotel. We have been able to convey a feeling and an atmosphere long before guests step through the doors, something that was previously almost impossible.