Pick and crok on the go

As part of a brand activation for Bel Group at Brussels Airport, this campaign was designed to promote the brand’s snack range through a series of animated DOOH advertisements displayed throughout the airport. To create a strong and memorable presence in a highly competitive environment, a set of custom characters was developed to represent the different products in the range. Their expressive design and dynamic animations were created to capture travelers’ attention at every stage of their journey while reinforcing the brand’s playful and approachable identity. Working within tight deadlines and budget constraints, the entire character creation and animation process was produced using AI-powered tools. This approach significantly streamlined production while maintaining a high creative standard. Supported by solid concept sketches, visual research, and carefully planned storyboards, the project benefited from a clear creative direction that helped optimize every stage of development and execution. This project demonstrates how AI can be effectively integrated into a professional creative workflow, not as a replacement for creative thinking, but as a tool that enhances efficiency and execution. By combining strong art direction, thorough pre-production, and advanced AI techniques, it was possible to deliver engaging, high-impact content tailored to a large-scale campaign in one of Belgium’s busiest public spaces.