The Dawn of a New Era

Empower is Aurora's yearly conference that is highly coveted for being informative and up to date on the latest solar trends. Always on the cusp of the latest technology, the Empower 2024 campaign used AI imagery to reflect the AI design features in Aurora. The image that was generated in Midjourney was a reference to the opening scene of 2001: A Space Odyssey, replacing the monolith in the opening scene with a solar panel.

This campaign utilized a mish-mash of AI tools to extend the Space Odyssey: 2001 concept across many mediums. The initial image was generated in Midjourney, iterating over and over, taking about 6 months. Midjourney famously struggles to generate hands. Lesser known is the generative AI's tool difficulty creating realistic solar panels. The solar industry is filled with detail-oriented engineers who would notice a solar panel with uneven solar cells. Additional tools like Runway animated the image. Photoshop's AI tools extended the image's background.  

Every marketing campaign at Aurora differed in scope and media buy. The materials designed for a campaign could consist of digital ads, organic and paid social, print advertising, email signatures, landing pages, and events.