The Solution:

The use of generative AI enables the rapid creation of richly detailed visual worlds that can be assembled modularly. In this way, individual universes can be developed without incurring high production costs—efficiently, flexibly, and at scale.

The resulting 15-second spot features three protagonists in their own realities, navigating between social media likes, gaming tunnels, and standing up for their beliefs. It visualizes the simultaneity in which Generation Z operates and translates their diversity into a clear visual language.

The spot runs exclusively on Connected TV, specifically on Netflix and Joyn—exactly where Generation Z streams their favorite content. The campaign is complemented by 10-second social media formats as well as out-of-home placements at Hamburger Kunstverein and in Cologne-Ehrenfeld. All measures are interconnected, ensuring that the target audience is reached precisely where they spend their time.

The campaign demonstrates that Generation Z is looking for more than just the next beverage—they are seeking brands that understand and reflect their world.

The campaign for fritzkola – Mischmasch and Mischmasch Super Zero – addresses the question of how brands can credibly reflect the diversity and individuality of Gen Z without losing relevance or efficiency. The focus is on a generation that cannot be clearly categorised, but instead moves between apparent opposites.

Problem Statement 2:
Creative Execution with a Limited Budget

At the same time, the question arises as to how such a conceptually ambitious idea can be realized with the lowest possible production budget, in order to reserve the majority of resources for media placements. Traditional production approaches quickly reach financial limits in this context.

The Solution:

The use of generative AI enables the rapid creation of richly detailed visual worlds that can be assembled modularly. In this way, individual universes can be developed without incurring high production costs—efficiently, flexibly, and at scale.

The resulting 15-second spot features three protagonists in their own realities, navigating between social media likes, gaming tunnels, and standing up for their beliefs. It visualizes the simultaneity in which Generation Z operates and translates their diversity into a clear visual language.

The spot runs exclusively on Connected TV, specifically on Netflix and Joyn—exactly where Generation Z streams their favorite content. The campaign is complemented by 10-second social media formats as well as out-of-home placements at Hamburger Kunstverein and in Cologne-Ehrenfeld. All measures are interconnected, ensuring that the target audience is reached precisely where they spend their time.

The campaign demonstrates that Generation Z is looking for more than just the next beverage—they are seeking brands that understand and reflect their world.

Creative Direction: Nicolas Molès
Art: Daniel Rupp
Text: Nelli Lück, Alissia Passia
PM: Franziska Göppel, Arne Salz
Produktion: mash.berlin
Director / Motion Design: Lowres Highlife
DoP: Stephan Buske
Producerin: Paula Elina Klossner