AXE / Digičáry — Outdoor Campaign
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Overview
AXE launched a large-scale outdoor campaign across the Czech Republic and Slovakia between September and November 2025. Developed by Digičáry in collaboration with WPP Media, the campaign ran on more than 200 placements, using 46 creative executions across 11 media providers. My role was to lead the visual execution of the campaign’s pixel-art world across a wide range of OOH formats.
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Challenge
The challenge was to keep the campaign visually coherent across formats with very different scales, proportions, and viewing conditions, from standard billboards and digital CLVs to large facade banners, a three-storey LED screen, and special builds. At the same time, the creative relied on location-specific double meanings, so each execution needed to respond to its placement rather than feel like a simple adaptation of one master layout.
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What I Did
The campaign built on AXE’s existing pixel-art direction established earlier that year, and my role was to expand it into a new outdoor context through a series of situational illustrations tailored to specific placements. I worked across static, animated, and special-format outputs, helping translate the creative concept into visuals that could hold together across every surface, from tram shelters and billboards to animated screens, facade banners, and 3D installations. I also used AI-assisted workflows in the production of animated characters for digital formats, which made it possible to scale motion output efficiently across the campaign.
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Result
The campaign was delivered across more than 200 placements in Czech and Slovak cities, with all outputs completed ahead of schedule and within budget. According to the client team, selected campaign ideas were approved on the first presentation, and the execution was recognised in Médiář’s Reklamní katovna, where it achieved 2nd place and a score of 63%.