Introduction
AI-powered brand value creation
In Eilersen’s latest campaign, Kunde & Co has added AI-generated films to the creative universe to create even more value for Eilersen’s brand position.
Together, Kunde & Co and Eilersen are using the power of AI to further evolve the creative universe they have developed over the past 15 years. AI is also used to produce hero images and, as seen in Eilersen’s latest campaign, even films.
The use of AI opens up new opportunities to create richer imagery and detail-rich storytelling that would previously have been far too expensive to realise. The Eilersen case is a strong example of how new innovative possibilities can add new dimensions to a strong creative foundation while staying true to the brand’s classic design heritage.
Driven by a clear strategy, an effective marketing system and a long-term, distinctive creative communication universe, Eilersen has accelerated its growth since the beginning of the collaboration with Kunde & Co and built a strong international brand position. Through continuous renewal and striking visual solutions, Eilersen has become not only a beautiful designer sofa, but also a strong and iconic brand.
How it began
Timeless storytelling through new visual possibilities
For more than a decade, Eilersen and Kunde & Co have worked together to build and develop the brand’s distinct identity and creative universe. Known for high-quality Danish design since 1895, Eilersen wanted to keep evolving its brand expression to match the ever-changing expectations of modern design-conscious consumers.
The ambition for the new campaign was to tell an inspiring, dreamlike story – one that brings the uniqueness of an Eilersen sofa to life in large-scale, detail-rich visuals. A balance of beauty, precision and imagination.
Developing the solution
Expanding the creative universe with AI
Leveraging years of strategic and creative insights from the collaboration, the team began by developing a new dreamlike creative concept: “Let your mind wander”. The concept was first explored through handmade sketches, before the strongest ideas were developed further through AI prompts to spark new possibilities.
From there, the process evolved into a hybrid model, combining AI-generated environments with meticulous craftsmanship. Final visuals were based on selected AI outputs and refined through styling, photography and high-end retouching. The result adds new dimensions to the Eilersen universe while staying true to the brand’s design heritage.
The outcome
A new visual benchmark and a strengthened brand position
The “Let your mind wander” campaign is rooted in a classic creative process, but with a new bold twist: the integration of generative AI to push the boundaries of visual storytelling.
Eilersen has been able to visualise global, dreamlike environments that would have been impossible to create through conventional production alone. This unique fusion has helped the brand strengthen its international presence and continue to stand out in a highly competitive premium furniture market.
At Kunde & Co, we see AI not just as a tool for efficiency but as a creative partner – part of a multifaceted toolbox that, when strategically guided and used right, opens new possibilities for storytelling, differentiation and brand growth while staying true to a brand’s DNA.
About Eilersen
Danish design and sofa manufacturer founded in 1895 by Nils Eilersen, who was a coach maker. Since the 1930s, Eilersen has made high-quality furniture craftsmanship, and the company’s quality sofas are sold today in more than 20 countries.
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Jesper Kunde
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