Linköping Municipality 

Project description

/imagine: shaping futures with exciting vocational careers

Linköping municipality wanted Emakina’s help to create an information campaign aimed at increasing interest in vocational high school programs. We turned to generative AI to help. 

The challenge

Busting the myths about vocational training

How do you get high school kids excited about vocational learning when the general misconception is that it’s ‘boring’ and sets them on a lower level career path? The truth is that Linköping municipality offers vocational learning programmes that have the potential to kick start all kinds of exciting careers, from NASA space technician to sous chef in a Michelin star restaurant.

It was Emakina’s job to change their minds through an educational campaign. But, with the client being a not-for-profit organisation, we had limited budget, leaving no room for new images.

The solution

With no possibility of a photo shoot, or the purchase of stock images, we turned to AI to generate striking photorealistic visuals. Visuals that would challenge the stereotypical image of vocational programmes and their students – showing that a vocational programme is full of opportunities for an amazing future. With the help of Midjourney we created a the ‘Shape the future, just the way you like it’ campaign with photorealistic visuals showing just how far a vocational programme can take you – as far as space! We paid particular attention to age, postures and facial expressions, with clear instructions to avoid any bias, eg, gender.

We used for face enhancement, Adobe Firefly for touchups and formats, and Topaz Gigapixel to handle billboard-size image challenges. However, we still required the human touch to manually perfect the final images.

The results

Generative AI helped elevate the production value to a new level, without the need for photographers and visual FX specialists. Our client was blown away. Together with AI, we painted a bright future for vocational training.

  • 396 000
    views on Meta
  • 453 000
    views on Snapchat
  • 211 000
    students reached on Meta
  • 44 000
    interactions on Meta