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Advertising campaign

Café Lux in Granby

Client contract

Café Lux poster « Faites comme chez vous. » for the iced pumpkin matcha latte, on a screen.

Café Lux is a café in the heart of the Galeries de Granby: gourmet coffees, espresso, gelato, pastries and desserts. Together, the owner and I looked for a good way to show the café on the TVs at the front: an advertising campaign of digital posters.

Brief and goal

An advertising campaign of digital posters for the TVs at the front of the café, at the Galeries de Granby.

Role and responsibilities

Choosing the campaign angle with the owner, visual direction, style guide, designing the posters and adapting them to the screens’ format.

Credits

Client contract. The original photos come from Café Lux. The posters are my work.

Use of AI

I used ChatGPT to find the campaign’s words and create the posters from the café’s original photos, Canva’s Magic Layers to edit them, and Claude Code to add this sheet to the portfolio. My personal contribution includes the campaign angle, found with the owner, the visual direction, the style guide, precise instructions so the result does not look AI-made, the retouching and validation.

Production steps

  1. Finding the right angle for the campaign

    I found the right campaign angle with the owner, then looked for the posters’ words with ChatGPT, like « Un automne à partager » (an autumn to share).

    ChatGPT conversation « Messages bienveillants Café Lux »: a list of short autumn messages, such as « L’automne nous rassemble » and « Un automne à partager ».

  2. Looking at past ads and developing a style

    I looked at the café’s past ads to develop a style that suits it well.

    Past ads and photos of Café Lux: posters for gelato, strawberry and matcha lattes, Valentine’s Day and hot chocolate, and the café decorated for Christmas.

  3. Creating a style guide and a description for the AI

    I created a style guide (palette, typography, distinctive elements, photo style) and a detailed description for the AI. I give very clear instructions: even if I use AI, the result must not look AI-made.

    Café Lux style guide: logo, Expresso, Citrouille, Matcha, Crème and Latte palette, typography, distinctive elements and photo style.

  4. Creating the ads with the supplied images

    I created the ads with the images supplied by the café, from the style guide and the description, asking for several variations of each poster.

    Creating a poster in ChatGPT from a detailed description: « Un automne à partager ! » and « Latte épicé à la citrouille », in four variations.

  5. Making the requested changes

    I made the requested changes by hand: Canva’s Magic Layers separates the poster’s elements, so I can quickly make the small changes the owner wanted.

    Editing a poster in Canva: the title « Un automne à partager », the drink’s name and the Café Lux cup separated into elements with Magic Layers.

Technologies

Challenges

Showing the café on the TVs at the front with a consistent visual direction, then adapting the posters to the screens in only a few rounds of changes.

Solutions

An angle chosen with the owner, a style guide true to the café and clear instructions for the AI. I made the changes by hand, element by element, with Magic Layers.

Final result

Three posters shown on the café’s TVs.