Tradition meets AI
Challenge
Our task was to create the virtual character ‘SchwarzwaldMarie’ with the help of artificial intelligence. Originally, an existing campaign featuring a real model in traditional Black Forest costume was to be digitally enhanced. However, after the model decided against an AI reproduction, we were faced with the challenge of developing a completely new, AI-generated character.
The biggest challenge was to create an authentic and representative face for ‘SchwarzwaldMarie’ that reflected the tradition and essence of the Black Forest. This included accurately recreating the traditional Black Forest costume as well as the iconic Bollenhut - two elements that are crucial to the visual heritage of the region.
The campaign aimed to position ‘SchwarzwaldMarie’ as a source of inspiration for the Black Forest as a travel destination. Her aim was to be used in marketing campaigns and to act as a virtual influencer where appropriate. Through this unique virtual brand ambassador, we were able to present the region in an innovative way and reach a wider audience.
From the AI-generated figure to the digital brand ambassador
Solution
Our task was to create the virtual character ‘SchwarzwaldMarie’ for our client using artificial intelligence. The initial situation: An ongoing marketing campaign with traditional Black Forest costumes was to be digitally expanded, which created the need to develop a completely AI-generated character.
The main task was to design a credible and representative image for the new digital ambassador. The precise AI generation of the traditional costume and the iconic Bollenhut - culturally significant elements that had to be realised with the utmost care in order to authentically represent the regional identity - proved to be particularly challenging.
We are pursuing specific communication goals with this project: SchwarzwaldMarie is intended to inspire visitors to discover the Black Forest as a holiday destination. The digital character is used in various marketing campaigns and has the potential to act as a virtual influencer. This innovative approach combines tradition with modern technology and opens up new ways to bring the fascination and charm of the region to a wider audience.
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"The future belongs to the brave! For me, looking boldly into the future of tourism means recognising the opportunities of change and actively shaping them. This requires a spirit of innovation, the clever use of new technologies such as AI for our SchwarzwaldMarie and, of course, an innovative sparring partner like our agency. Those who manage to prioritise authenticity and regionality can touch guests with genuine, unadulterated stories - and that is exactly what makes me confident."
Schwarzwald Tourismus GmbH
