Creative Case Study
Cinema City.
Scaling Creative with AI-Enhanced Adaptation
Following the success of the creative framework developed for Cineworld, One Day Agency extended this approach to Cinema City, part of the Cineworld Group. The objective was to replicate the proven asset structure while tailoring it to Cinema City’s distinct brand identity and market context.
A key challenge emerged in the limited volume of original assets provided. To meet the required scale and maintain creative consistency, generative AI was introduced to adapt existing Cineworld footage and transform static Cinema City imagery into dynamic video content.
Services: Concept Development • Creative Direction • Graphic Design • Motion Graphics • Copywriting • Sound Design • AI Image & Video Production
Objectives
Target audiences across multiple funnel stages to support both brand awareness and localised ticket sales
Replicate the Cineworld asset structure while aligning with Cinema City’s branding, messaging and market nuances
Expand the available asset library through the use of generative AI to maximise output without compromising quality
Creative Approach
The creative strategy mirrored the established Cineworld framework, ensuring consistency while allowing flexibility for localisation.
Two core asset groups were developed. The first focused on film slate creative, designed to promote upcoming releases through a flexible system that could accommodate frequent changes in release schedules. The second centred on brand awareness creative, built to engage audiences at different stages of the funnel with distinct messages and selling points.
Existing Cineworld layouts and content structures provided the foundation, allowing the campaign to scale efficiently while maintaining a cohesive visual language. Across all assets, the creative was adapted to reflect Cinema City’s identity. This included updating logos, colour palettes, typography and graphic elements. Messaging was translated into Polish, and wherever Cinema City assets were unavailable, Cineworld materials were repurposed and refined using AI to ensure relevance for the local market.
Creative Execution
The execution focused on preserving consistency across formats while introducing enough variation to keep the creative engaging.
Cineworld’s light leak effects were reworked to align more closely with Cinema City’s orange bokeh background style. In static assets, additional branded elements such as popcorn-based graphic patterns were introduced to bring more variety to the visual system. For video, new brand intros and outros were created to be short, clear and immediately recognisable, helping to capture attention quickly before moving into the main content.
Generative AI was central to the production process. In static creative, it was used to remove Cineworld-branded elements and replace them with Cinema City equivalents. In video, AI supported object swaps and turned supplied Cinema City images into realistic animated scenes. Particular care was taken to preserve realism throughout, especially in scenes featuring people, so the final assets felt natural and seamlessly produced.
Skippable - up to 30 seconds
Deliverables and Results
Deliverables included:
Meta story and square statics and video
Performance Max statics and video, including skippable, non-skippable and bumper formats
6.2%
Increase in total website sessions
5.2%
Increase in revenue
551%
Increase in Paid Search revenue
71%
Increase in Paid Social revenue
Outcome
By combining a proven creative framework with AI-driven production techniques, Cinema City was able to significantly expand its asset output while maintaining brand consistency and creative quality.
The approach enabled faster turnaround times, greater flexibility in responding to new film releases, and a scalable model for future campaigns. This helped drive measurable year-on-year growth, including a 6.22% increase in total sessions, 13.3% uplift in key events and 5.18% revenue growth, with particularly strong gains across Paid Search, Cross-network and Paid Social activity.
