Senior Consumer Brand Designer
HKJEBN
DOOH Extension AI-Assisted
Client
HKJEBN
Agency
Tigger Ho Design
Industry
Food and Beverage
Category
DOOH
Behaviour-led DOOH Extension (AI-Assisted)
Extending a 2021 digital campaign into a 2024 AI‑driven spatial system
Extending a 2021 digital campaign into a 2024 AI‑driven spatial system
In 2021, the Lunar New Year Organic Growth Campaign was built around a behavioural engagement loop — anticipation → check‑in → participation → reward.
In 2024, I revisited the original system and explored how it could scale into DOOH and spatial environments using AI‑assisted creative workflows.
This extension demonstrates how a digital‑first behavioural mechanic can be translated into public‑space triggers, creating a seamless experience across digital, social and physical touchpoints.
Translating Behaviour into DOOH / Spatial
Instead of treating DOOH as a standalone format, the extension reframes it as part of the same behavioural system:
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Anticipation — visual cues that build curiosity
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Check‑in — QR‑driven participation moments
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Participation — instant engagement loops
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Reward — collection mechanics tied to store proximity
The goal was to maintain the emotional and cultural tone of the original campaign while adapting it to movement‑based, commuter‑driven environments.
AI-Assisted Creative Workflow
Using AI tools, I rapidly generated and iterated on:
• Large-format visual variations
Based on the original character system, expanded into new poses, compositions and festive motifs.
• DOOH mockups in real-world placements
Simulated escalator crowns, digital panels, and concourse screens to test visibility and hierarchy.
• Motion demos
Explored sequencing, pacing and commuter flow to understand how the behavioural loop could unfold in motion.
• Rapid prototyping workflow
AI allowed fast exploration of multiple directions while maintaining consistency with the original brand world.
Visual Development
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AI Source Imagery
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AI-Assisted Layout Exploration
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Environmental Mockups
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Motion Exploration
Two short AI-assisted demo videos were created to test:
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motion rhythm
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commuter attention windows
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message sequencing
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character animation potential
Outcome
This extension demonstrates how AI can accelerate:
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system expansion
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visual exploration
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motion prototyping
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DOOH simulation
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cross-channel consistency
It also shows how a digital‑first behavioural mechanic can evolve into a multi‑format, spatially aware brand experience.
Role & Tools
Role
AI‑Assisted Creative Exploration
DOOH Concept Development
Motion Prototyping
Behavioural System Extension
Tools
Runway · Firefly · Gemini · Midjourney Photoshop · After Effects
