Adnatomy: How Virgin Voyages Created JenAI From the Block

The travel brand and creative agency discuss the making of the AI campaign

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Pre-pandemic, Virgin Group was ready to set sail on a grand new adventure with Virgin Voyages—its adult-exclusive cruise company. It even set up a partnership with global superstar and actor Jennifer Lopez to be the face of the new brand, as well as its chief celebration officer.

And then the ships were stopped from sailing as the world went into lockdown. Lopez was forced to stay at home, just like everyone else.

However, the ships did eventually set sail. With the sudden boom in interest around artificial intelligence, the first campaign to feature Lopez utilized the technology’s potential with a comedic hero film and an accompanying JenAI tool where users could create their own custom invite.

In the latest episode of Adnatomy we dive deep into the campaign with Billy Bohan Chinique, brand and experience lead from Virgin Voyages, VMLY&R’s chief creative officer for North America Ryan McManus, Brian Yamada, the agency’s chief innovation officer and the director of the campaign, Dave Meyers.

Video: Breana Mallamaci

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