About the Project (The Original Context)

This project is a journey through time. In 2014, a major retail campaign at Shopping São José marked the release of the movie “The Amazing Spider-Man 2.” At the time, a promotional cup was developed as the centerpiece of the merchandising to attract franchise fans.

The Experiment (The 2025 Vision)

More than a decade later, in 2025, we conducted an experimental design study using Generative Artificial Intelligence. The challenge was to answer the question: “What would this same promotional product look like if we had today’s visualization technologies?”

The AI Execution

Technology allowed us to reimagine the cup with a level of realism and cinematic drama impossible in 2014:

Hyper-realistic Texturing: AI was able to accurately simulate the texture of Spider-Man’s “suit” applied to the cup’s plastic material, creating a visual tactile sensation.

Dynamic Lighting (Storytelling): We incorporated narrative elements from the film directly into the product shot. The blue electricity of the villain Electro reflects on the cup’s surface, creating a static action scene far more impactful than a simple studio packshot.

Immersive Atmosphere: The AI-generated background places the product inside the movie’s universe (a rainy NYC night), increasing perceived value and collector desire.

The Result

A case study proving how AI can be used to pre-visualize merchandise with cinema-quality output, speeding up approvals and generating hype before the physical product even exists.