O2The Bubl Generator - Bespoke AI Platform

O2’s ability to creatively use Bubl - their brand mascot - was restricted by time and budget, limiting his overall brand visibility and opportunities to deliver reactive, timely content. O2 wanted to quickly (and affordably) generate lots of images of Bubl for use across multi-channels, and increase his presence.

Simply using off the shelf Gen-Ai text to image tools was not possible due to lack of brand knowledge, and the steep learning curve of the comprehensive interfaces.

Since no AI tools on the market could generate brand assets, especially a very specific blue humanoid robot, faith created a bespoke stable diffusion model exclusively for O2.

Bernadette had developed a 3D mesh and rigged character system of Bubl that was used by designers and creatives across motion, print and interactive formats in multiple channels. This 3D model was then repurposed and set up in Unreal for a virtual photoshoot, so that the AI could then be trained on hundreds of poses, scenarios, and lighting conditions that the blue robot that had not been seen before.

Bernadette built a bespoke web platform and interface for The Bubl Generator - integrating, and at the same time simplifying the complex Stable Diffusion UI and workflow. This not only made a more usable interface for non-designers and engineers to use. But also aided the rapid testing and improvement of the output - as the prompting process was faster. 

Also alongside the Bubl Generator The Copy Checker was also developed - a Tool allowing O2’s copywriters to simply paste in text to get detailed feedback and suggestions. This model was trained specifically on the brand’s extensive tone-of-voice documentation and evaluates against specific metrics co-developed with the Head of Copy and Tone for Virgin Media O2, Oeil Jumratsilpa to ensure brand-compliant messaging.

The tool was built to incorporate all of O2’s guidelines and legal requirements, streamlining a complex process and ensuring quick, efficient and consistent results. And a simplified user interface and graphical feedback system was created by us to make the getting results as usable and understandable as possible.

Now with simple text prompts O2 marketers are able to generate consistent, high-quality brand assets in a matter of seconds.  Enabling Bubl to appear in any context or situation, so now O2 and Bubl can always be “on the pulse” – tapping into cultural moments, customer interests and beyond, quickly and efficiently

Simple prompts create images of Bubl in any imaginable scenario, so if a marketer needed a brand image of Bubl with a rugby ball, for example, the model could generate one on request - allowing for quick, reactive work for channels including social, web, apps and internal comms.

Previously Gen-AI’s usage in creative communications was limited to concepting and simple suggestive processes within agencies, such as storyboarding. This work represents a step forward in what is possible with Gen-AI for big clients and moves beyond previous industry applications.

The O2 team quickly embraced this new, easy to use image tool across functions and streamlined asset creation for both social and corporate comms. 

Static Asset creation cost, down by 98.5%

Static Asset creation time, down by 99.93%