fAIth, the leading AI creative agency, developed a bespoke AI image generation model for Bubl, O2's mascot. With Bubl, O2 joined a long list of brands that have made use of a brand character in their marketing. The small blue robot, has a superpower that Tony the Tiger, the Pillsbury doughboy or Smash Martians could never have imagined - Bubl can be generated at scale by an AI tool faith has built.

The Problem

O2’s use of Bubl was limited by time and budget constraints. High production costs (~£4,000 per asset) and long timelines restricted Bubl’s presence to high-budget broadcast campaigns where his constructing his personality was de-prioritised in favour of the campaigns proposition.

The Aim

Cost-effectively generate images of Bubl for social media to increase visibility and craft his personality.

The Solution

We built a custom diffusion model on top of Stable Diffusion, exclusively for O2. This allows us to generate images of Bubl in any context using simple text prompts, giving creatives more freedom. This AI-driven approach helped establish Bubl’s personality as a travel-loving, rugby-fanatic, gig-goer robot who can now be used all over socials.