With Addition · Image direction & prompt development
West Village, NYCFrom the screen to the street.
ClientGoogle Shopping
PartnerAddition
Our focusGenerated product imagery
Image modelGoogle Imagen 3
01The idea
Big city. Small details.
A holiday shopping campaign that knew its surroundings. Addition built a system to connect each LinkNYC location with relevant headlines and generated product imagery, using Google’s Gemini and Imagen 3 models.
Working closely with Addition and Google ahead of Thanksgiving 2024, Never helped shape the product imagery through image direction and prompt development. The aim was a consistent visual standard across a campaign designed to keep changing.
Explore three supplied spots. The place matters. So does the moment.
01 / Everyday NYC
A citywide wink.
“Deals New York loves more than $1 slices.”
The citywide creative nods to a familiar New York ritual, pairing the headline with generated product imagery.
Supplied creative · 15 seconds · Silent
LinkNYC
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Read the spot’s on-screen story+
The spot opens with “Deals New York loves more than $1 slices.” A pizza oven appears below the headline. The sequence moves into a green field of product tiles around a search bar reading “Shop deals.” It ends on the Google mark.
The creative carries an “Images simulated” label. Offers shown belong to this archived 2024 campaign.
02 / Before the parade
A moment on the street.
“Parade view might be blocked, but deals are in full view.”
The parade becomes part of the conversation. This supplied pre-parade spot opens with a stroller.
Supplied creative · 15 seconds · Silent
LinkNYC
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Read the spot’s on-screen story+
The spot opens with “Parade view might be blocked, but deals are in full view.” A stroller appears below the headline. The sequence moves into an orange field of product tiles and a “Shop deals” search bar. It ends on the Google mark.
The creative carries an “Images simulated” label. Offers shown belong to this archived 2024 campaign.
03 / After the parade
The day moves on.
“The parade might be over, but holiday shopping is just beginning.”
The post-parade creative picks up where the event leaves off, with a new headline and product pairing.
Supplied creative · 15 seconds · Silent
LinkNYC
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Read the spot’s on-screen story+
The spot opens with “The parade might be over, but holiday shopping is just beginning.” A brown handbag appears below the headline. The sequence moves into an orange field of product tiles and a “Shop deals” search bar. It ends on the Google mark.
The creative carries an “Images simulated” label. Offers shown belong to this archived 2024 campaign.
03Our part
The words behind the pictures.
The work was in the instructions: developing the wording and structure of prompts that helped Imagen render the product imagery the team needed.
That meant translating a visual intention into language a model could use, then working toward a consistent photographic feel across different products. A practical piece of image-making craft.
01 / Form
A product you can read.
Clear silhouettes give the object an immediate presence on a busy street.
02 / Material
Details that feel familiar.
Fabric, metal, and leather each need their own visual character.
03 / Consistency
Room for the idea.
Simple backgrounds and a coherent photographic feel let the headline and product work together.
Product details from the supplied 2024 campaign creative.
▱From the working folderFour layout & motion studies +
Supplied development exports show variations in typography, framing, and product sequencing. A look at the wider creative work taking shape around the imagery.
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01Chelsea / first layout
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02Chelsea / alternate line breaks
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03Chelsea galleries / product sequence
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04Chelsea / tighter framing
Read the studies’ on-screen story+
The four silent development exports explore Chelsea-themed headlines, changing line breaks, framing, and product sequencing. The chopping-board creative reads “Find deals as captivating as Chelsea’s art.” A longer study reads “Deals as captivating as Chelsea’s galleries,” cycling through product images including a chopping board and holiday ornaments. These are working exports.
04Out in the world
A little less abstract. A lot more New York.
Two phone recordings. The creative, actually on the street.
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01 / West VillageA headline that knows its way around.Read the on-screen story+
A phone recording shows a LinkNYC kiosk at Grove Street. Its headline reads “Shop deals without getting lost on winding West Village streets,” above generated headphones. Pedestrians and street traffic pass around the display. This web copy is silent.
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02 / New YorkA citywide line, out in the city.Read the on-screen story+
A phone recording shows a Google Shopping ad on a LinkNYC kiosk beside brick buildings and autumn trees. The display reads “Deals New York loves more than $1 slices,” with a pizza oven, before moving into the product-tile sequence. This web copy is silent.
05The neighbourhood view
A change of scenery.
Supplied placement studies and a visualization. A look at the creative in different settings.
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A composite shows a LinkNYC kiosk on a tree-lined Cobble Hill street. Its display plays the pre-parade creative: “Parade view might be blocked, but deals are in full view,” followed by product imagery and the Google Shopping message.
↗WilliamsburgSupplied placement study↗Park SlopeSupplied placement study↗Boerum HillSupplied placement study
06Inside the campaign
Local ideas. Connected thinking.
Addition’s system brought together location data, local insights, generated copy, and product imagery. Google’s team could review creative on a map before approving it for display. Human judgement remained part of the process.
