Warsaw developers make Towarowa22 brand campaign entirely with AI

The investors behind Towarowa22 have started a brand campaign made without a single photo shoot, stock picture or normal computer drawing. Towarowa22 is a new quarter of offices, flats and shops going up in central Warsaw, on the site of the old Dom Słowa Polskiego printing works. The creative agency AIRE, which says it works only with AI, made the campaign together with the project’s own marketing team. They produced every character, outfit, set, light and prop using sixteen generative AI models, meaning software that creates new images from a written instruction.

The main character is a modern Syrena, the mermaid with a fish tail from Warsaw’s coat of arms. She appears in very realistic street scenes around the development. The campaign also nods to Wars and Sawa, the legendary founders of the city. The agency says the characters went through a digital casting and were given a digital wardrobe. Justyna Czernikiewicz, brand manager for Towarowa22, described the mermaid as a slightly surreal picture of how people in Warsaw live today.

Making the posters, digital images and video took a week. The whole job, from first idea to finished work, took less than a month and was done by three people. Michał Nowakowski, a partner at AIRE, said AI allowed “realism and authenticity previously unattainable in real estate marketing.” The work is running on billboards and on Facebook, LinkedIn and X. Later stages will show more parts of the quarter through the same characters, along with fashion and lifestyle pictures.

AFI, Echo Investment and Archicom dropped stock photos for AI

Property marketing in Poland has long relied on computer drawings and stock lifestyle photos. So it means something that AFI, which owns about seventy percent of the project, together with the listed companies Echo Investment and Archicom, chose to make everything with AI. The short timetable and the small team are the practical arguments in favour. The risk is that shoppers dislike AI pictures. In the same week, Marketing Brew and Digiday reported a survey in which sixty percent of American consumers said AI in brand messages puts them off.

There are also rules to think about. Since August 2 the EU AI Act, the European Union’s new law for artificial intelligence, has required a visible label on AI-made content that could pass as real. Guidance from IAB Polska suggests a clearly unreal mermaid does not count as a deepfake. But the very realistic backgrounds of a real, partly built development sit closer to the line, and the coverage so far does not say how the campaign is labelled.

Towarowa22 runs to 2029, so the AI campaign has years left

Towarowa22 should be finished in 2029. The AFI Office House is already open, and the Apartamenty M7 and AFI Tower buildings are being built, so the campaign has years to run. Whether other developers copy AIRE’s approach may depend less on cost than on whether buyers of expensive Warsaw flats respond well to a mermaid that never existed.