Guinness brings its classic ad characters to China with [Ai]magination

[Ai]magination, Fred & Farid’s generative AI creative studio has created a 50-second film for the immersive brand experience Guinness: The Surge Odyssey.

Guinness’s advertising characters travel from Ireland to contemporary China in a 50-second film by [Ai]magination, FRED & FARID’s generative AI creative studio. A silver fish cycles through Shanghai’s tree-lined streets, while a turtle takes its time over a pint.

The studio used generative AI to combine the characters’ familiar silhouettes with contemporary Chinese street scenes. Art direction focused on their personalities and the humor of Guinness’s advertising.

Guinness: The Surge Odyssey is an immersive brand experience touring Shanghai, Shenzhen, and other Chinese cities. Its name refers to the cascade of tiny bubbles visible as a freshly poured Guinness Draught settles.

The project marks the third consecutive year of Guinness’s collaboration with FRED & FARID in China, following A Whole Universe and Guinness Street Studio.