ImmoScout24 · 2024
fair:dient
A social-first campaign supporting ImmoScout24’s fair:dient housing-fairness initiative.
fair:dient project image
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ImmoScout24 · 2024
fair:dient
A social-first campaign supporting ImmoScout24’s fair:dient housing-fairness initiative.
My roleCampaign art direction · Stock-image transformation
ResponsibilitiesCampaign concept · Stock-image selection and transformation · AI-assisted light and colour alignment · Cross-format art direction
I kept people photographic and used AI-assisted image work to align the sources—not replace them.
01The brief
Make a housing-fairness initiative credible.
fair:dient promotes transparency and fairness in the housing market. The campaign had to feel credible to a sceptical audience facing a personal, high-stakes decision.
02The transformation
Unify mixed sources without a shoot.
With no casting or bespoke photography, I selected stock scenes of housing moments rather than generating people, then reshaped them through crop, composition and colour. AI-assisted image work aligned light and colour across sources; a consistent teal device tied the set together.
03The system
One teal cue, carried across formats.
I used a teal glow to connect people with their devices and signal ImmoScout24’s role in the search. That recurring cue carried across landscape, square, portrait, story and print formats.
04The rollout
The pilot launched on social.
It supported the rollout of fair:dient’s product features. I adapted the same visual logic for mobile, print and out-of-home formats.
A social-first pilot launched to support fair:dient’s product-feature rollout. I also adapted the visual system into mobile, print and out-of-home executions; those placement visuals are presented as mockups, and performance figures are not published.