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Jeep and The North Face take Midjourney off road


The arrival of the latest version of Midjourney is leading some, much to others’ horror, to look at the job of a commercial photographer in industries such as marketing and advertising as also encompassing being a professional generative AI prompter.

Eric Groza, Executive Creative Director at McCann Worldgroup, based in Dubai, was inspired by MidJourney v5’s high levels of photo-realism and renders of people to apply it to an imaginary joint marketing campaign involving Jeep and The North Face.

“I prompted it to get realistic textures of canvas and nylon and to make the geometry of the vehicle exterior and interior more accurate. As a creative director who works with international brands to make campaign ideas, brand stories, and product innovations – I’m astounded by the acceleration it brings to my process”

Eric Groza, McCann Worldwide

Eric generated a hundred images in one day from which he chose eight that best represent the idea he had come up with; “to make something functional, stylish, and reliable while increasing desirability among adventure-seekers” that “could tap into a wider customer base and increase their market share of outdoor enthusiasts”. Limited edition items like rooftop cargo carriers, trunk (or cargo bay) liners, seat covers, bags, extra interior storage pockets, and even a keychain are highly sought after amongst enthusiasts.

  • One of the images was made with version 4.
  • Can you tell which one?
  • Can you see the difference in version 5 images?

If you are interested in using generative AI and other forms of machine learning in your creative processes, Mondatum provides a range of services around the development of artificial neural networks (ANNs), machine learning model training and the use of AI to solve problems and streamline processes and workflows. For more information, contact Colin Birchcolin@mondatum.com.



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