Billa
Series of works produced for Billa Slovakia
THE FLAGSHIP STORE GRAND OPENING
THE WELCOMING SCREENS KEY VISUALS
MY ROLE:
CREATIVE DIRECTION
KEY VISUAL DESIGN
SOCIAL MEDIA DESIGN
OUTDOOR & OOH COMMUNICATION
VIDEO DIRECTION
CREATIVE DIRECTION
KEY VISUAL DESIGN
SOCIAL MEDIA DESIGN
OUTDOOR & OOH COMMUNICATION
VIDEO DIRECTION
DESCRIPTION
For the opening of BILLA Bajkalská — Slovakia’s most modern and technologically advanced BILLA store — I was commissioned to create a series of key visuals for digital screens across the new flagship space. The visuals were designed to welcome customers into a refreshed retail experience, communicating the store’s upgraded offer through simple, adaptable messaging such as fresher, greener, more sustainable, more worldwide, more premium, and crispier.
The campaign lived across exterior LCD screens as well as in-store digital placements, creating a visual journey from the entrance through key departments including fresh produce, bakery, sushi and premium food sections. The system connected product storytelling with a sense of occasion, positioning the new store as not only more advanced, but more inspiring, sensory and customer-focused.
For the opening of BILLA Bajkalská — Slovakia’s most modern and technologically advanced BILLA store — I was commissioned to create a series of key visuals for digital screens across the new flagship space. The visuals were designed to welcome customers into a refreshed retail experience, communicating the store’s upgraded offer through simple, adaptable messaging such as fresher, greener, more sustainable, more worldwide, more premium, and crispier.
The campaign lived across exterior LCD screens as well as in-store digital placements, creating a visual journey from the entrance through key departments including fresh produce, bakery, sushi and premium food sections. The system connected product storytelling with a sense of occasion, positioning the new store as not only more advanced, but more inspiring, sensory and customer-focused.
BILLA Spring Campaign
For BILLA’s spring campaign, I worked alongside the Senior Art Director to develop a fresh visual direction using generative AI. The campaign focused on seasonal fruit and vegetables, translating the feeling of spring into a clean, uplifting and visually playful system.
Concept
The core idea was built around freshness, growth and seasonal renewal. Each fruit or vegetable was shown from a top-view perspective, cut into equal parts and opening up like a flower in bloom. This simple visual mechanism connected fresh produce with botanical imagery, turning everyday ingredients into spring-inspired objects.
Visual Development
Based on the creative brief, I used generative AI to produce a series of still images exploring different compositions, ingredients, colours and opening movements. The aim was to create visuals that felt precise, appetising and fresh, while still carrying a slightly surreal, campaign-level quality.
Motion Layer
After developing the stills, I prompted the selected images into AI-generated video sequences. The movement was designed to feel simple and satisfying — fruit and vegetables gently opening, unfolding or separating like freshly bloomed flowers. This gave the campaign a living, seasonal quality and made the visuals more engaging for digital use.
THE DIGITAL SCREEN STRATEGY - IN-STORE ACTIVATION
Digital Recipe Screens
As part of the BILLA Bajkalská flagship store opening, I developed a digital screen concept for the grocery aisles, turning them from static display surfaces into an active shopper engagement tool. The idea was to inspire customers directly at the point of purchase, helping them discover what to cook while standing next to the ingredients.
Strategy
The screens featured seasonal recipe content with social media ambassadors, influencers and well-known cooks preparing dishes using BILLA ingredients, fresh produce, fruit and vegetables. By placing recipe inspiration directly in-store, the concept encouraged customers to add relevant ingredients to their basket and supported a more intuitive shopping journey.
Customer Journey
Each screen included a QR code leading to the full recipe online, with an integrated shopping list both on-screen and within the QR journey. This made it easy for customers to move from inspiration to purchase, turning the screens into a practical upselling and conversion tool.
Behavioural Layer
A supporting animated screen highlighted statistics around low daily fruit and vegetable consumption in Slovakia. Paired with fresh recipe ideas, this added an educational layer to the activation and encouraged healthier everyday choices.