The evolution of Artificial Intelligence is redefining how advertising campaigns are conceived, tested, and produced. To understand how far this technology can go when guided by strategy, creative direction, and visual repertoire, SB\Design developed Beyond — AI Concept Study, an independent research project conducted by Sandro Bianco. Inspired by Beyond Meat, the US-based company recognized worldwide for leading the transformation of the plant-based protein market, the study has no commercial relationship with the brand and was created exclusively as a laboratory to investigate AI application in building international-level advertising campaigns. Founded in 2009 by Ethan Brown, Beyond became one of the most influential companies in the sector by developing products capable of reproducing the flavor, texture, and experience of meat using exclusively plant-based ingredients, contributing to broaden the conversation around food, sustainability, innovation, and animal welfare.
Using this context as a starting point, SB\Design developed a conceptual campaign that explores the fusion between animals and vegetable elements, creating hyper-realistic portraits that visually represent the brand's proposition. The idea stems from a simple provocation — "Where's my beef? Right here." — to demonstrate that the new generation of plant-based proteins does not intend to replace the meat experience, but to reinterpret it through innovation. The entire process was developed with Artificial Intelligence, including conceptual research, prompt engineering, art direction, image generation and curation, composition, visual refinement, and development of advertising applications. Rather than merely evaluating the technical quality of the tools, the goal was to understand how different generative models respond to complex strategic directions and to what extent they can collaborate in building consistent visual narratives without compromising human vision.
More than an aesthetic exercise, Beyond — AI Concept Study represents applied research into the future of advertising creation. The project demonstrates that Artificial Intelligence does not replace the creative director, but amplifies their capacity to experiment, iterate, and validate concepts at unprecedented speed. Under the creative direction of Sandro Bianco, SB\Design used this study to develop new working methodologies, test hybrid creative workflows, and understand how AI, branding, advertising, and design can work together in an integrated manner. The result reinforces SB\Design's positioning as a studio that continuously investigates the impact of new technologies on design, using Artificial Intelligence as a strategic tool to create campaigns, brands, and communication systems prepared for the future.
