Warsaw developers build Towarowa22 brand campaign entirely with generative AI

The investors behind Towarowa22, a mixed-use quarter rising on the former Dom Słowa Polskiego printing site in central Warsaw, have launched a brand campaign produced without a single photo shoot, stock image or conventional 3D render. Creative agency AIRE, which describes itself as AI-native, and the project’s in-house marketing team generated all characters, wardrobe, sets, lighting and props with 16 generative AI models.

The campaign’s central figure is a contemporary Syrena, the fish-tailed mermaid from Warsaw’s coat of arms, placed in hyperrealistic street scenes around the development, with a nod to Wars and Sawa, the city’s legendary founders. The characters went through what the agency calls a digital casting and a digital wardrobe. Justyna Czernikiewicz, Towarowa22’s brand manager, described the mermaid as a slightly surreal embodiment of how today’s Varsovians live.

Production of the outdoor, digital and video assets took a week, and the whole process from concept to delivery was finished in under a month by a team of three. Michał Nowakowski, partner at AIRE, said AI made possible “realism and authenticity previously unattainable in real estate marketing.” Creative is running on out-of-home and on Facebook, LinkedIn and X, with later phases revealing further parts of the quarter through the same characters plus lifestyle fashion imagery.

Why it matters

Property marketing in Poland has long relied on renders and stock lifestyle photography, so a consortium that includes AFI, which holds about 70% of the project, plus listed Echo Investment and Archicom choosing an all-AI pipeline is a signal to the wider market. The compressed timeline and headcount are the practical argument. The risk is the consumer wariness of AI imagery documented in the same week by Marketing Brew and Digiday, which cited a survey showing 60% of US consumers find AI in brand messaging a turnoff.

There is also a regulatory dimension. Since August 2 the EU AI Act has required visible labelling of AI-generated content that could pass as real. Guidance from IAB Polska suggests a clearly surreal mermaid falls outside the deepfake definition, but the hyperrealistic backdrops of a real, partly built development sit closer to the line, and the coverage so far does not say how the creative is labelled.

What’s next

Towarowa22 is due for completion in 2029, with the AFI Office House already open and the Apartamenty M7 and AFI Tower buildings under construction, so the campaign has years to run. Whether AIRE’s approach spreads to other developers will depend less on cost than on whether buyers of premium Warsaw apartments respond to a mermaid that never existed.