Objective

Create an innovative, interactive case study to showcase PwC’s successful relationship with Hershey’s, highlighting the custom trade promotion management product. The case study needed to engage audiences through unique visuals and storytelling across web pages, social media, and interactive infographics.

Challenge

The project faced two major constraints:

Branding Limitations: Hershey’s sub-branding agreements restricted specific brand imagery usage. Additionally, stock or royalty-free photography was not an option, requiring all visuals to be unique.

Rapid Concept Generation: The case study demanded quick ideation, concepting, and asset creation to meet a tight deadline.

Approach

Generative AI with Firefly: To create unique visuals, I used Adobe Firefly, generating whimsical, on-brand images of Hershey’s core ingredients. This solution allowed me to capture Hershey’s brand personality without relying on restricted imagery.

Design System & Smart Templates: I developed a cohesive design system with smart templates, streamlining layout creation and ensuring a unified look across the interactive web pages, social media assets, and infographics.

Rapid Concepting Workflow: Leveraging AI tools and my custom templates, I quickly iterated on concepts, balancing creative freedom with Hershey’s brand guidelines.

Results

The interactive, visually engaging campaign received high traffic and positive engagement, positioning PwC as a leader in innovative trade promotion management solutions. The case study’s success attracted additional client engagements, demonstrating PwC’s capabilities in rapid, AI-driven concepting and personalized design at scale.