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wild lab / The same ad. Then and now. · Vol. 02

Still warmwild lab · The same ad

An AI campaign for a bakery, then and now

The good part of morning.

One loaf of sourdough changes hands across a bakery counter. Nothing more happens, and that is the point. We told the moment twice: in 1976 as a printed ad for a small neighbourhood bakery, in 2026 as a short film for a bakery on a city street. Still warm doesn't exist; every image was made with AI.

  • AI campaign
  • Branding
  • Art direction

Invented brand, made with AI. Concept, branding and art direction by wild & co.

Close-up of an oval Still warm sourdough loaf with a long diagonal score, baker's hands in blue sleeves, 1976
The constant · one oval loaf, one diagonal score

Printed then · filmed now

Five moments, two eras

Turn the dial like an old shop scale: every moment appears twice, printed on paper on the left, as a shot in the eleven-second film on the right.

  1. 01 · The handoff. Hands meet at the loaf. In 1976 that is the ad itself; in 2026 it is the moment the film cuts to.

    Printed · 1976

    Still warm print ad in the style of 1976: the baker hands the sourdough loaf across the wooden counter, “The good part of morning.” below
    The ad · a full page, 1976

    Filmed · 2026

    Still warm 2026: a baker in an olive shirt hands the sourdough loaf across a terrazzo counter to a customer in a blue jacket
    00:04 – 00:07shot 01 / 05 · 00:11

  2. 02 · The first cut. Knife from the left, slice on the right, a low angle. Wooden counter against terrazzo.

    Printed · 1976

    Still warm 1976: the sourdough loaf is cut on a worn wooden counter, knife from the left, slice on the right
    Cut while it’s warm.Still warm · neighbourhood bakery

    Filmed · 2026

    Still warm 2026: the baker cuts the same loaf on terrazzo, the same angle as in 1976
    00:07 – 00:09shot 02 / 05 · 00:11

  3. 03 · Out the door. Seen from behind, the camera inside the shop. Wooden door and corduroy against glass and a technical jacket.

    Printed · 1976

    Still warm 1976: a customer in a corduroy jacket leaves the bakery through a wooden door, bread in kraft paper under his arm
    Under the arm, all the way home.Still warm · neighbourhood bakery

    Filmed · 2026

    Still warm 2026: a customer in a blue technical jacket leaves through the glass door, trams and bikes outside
    00:09 – 00:11shot 03 / 05 · 00:11

  4. 04 · The bag. The same product signal, a readable wordmark. Material, type and room change.

    Printed · 1976

    Still warm 1976: sourdough loaf in a kraft paper bag with the brown wordmark, a mechanical scale beside it
    Kraft paper, brown ink.Still warm · neighbourhood bakery

    Filmed · 2026

    Still warm 2026: sourdough loaf in a pale recycled paper bag with the two-line black wordmark on terrazzo
    00:02 – 00:04shot 04 / 05 · 00:11

  5. 05 · The window. A handoff at the shop window: a mountain village with a hand-painted sign, a city street with trams and bikes.

    Printed · 1976

    Still warm 1976: the baker hands the bread through the shop window with a hand-painted sign in a Swiss mountain village
    Handed through the window.Still warm · neighbourhood bakery

    Filmed · 2026

    Still warm 2026: the bread is handed over at the window of a city glass front with the facade lettering, trams and bikes
    00:00 – 00:02shot 05 / 05 · 00:11

Two identities, one brand

The good part of morning.

Still warm is an invented neighbourhood bakery with one promise: the bread is still warm when it crosses the counter. We built the brand twice. For 1976 a bold serif, a typewriter line and a little loaf; for 2026 a tight, heavy grotesk with one clean rule.

Then · bold serif, a typewriter line, a little loaf

  • Cream#F1DFC0
  • Oxide brown#5A3022
  • Bread gold#B98247
  • Workwear blue#8994A1
  • Kraft#C89A69
Still warm slide 11: two identities, one brand, both wordmarks with palettes and the film end card “The good part of morning.”

Now · tight bold grotesk, one clean rule

  • Oat#F6F0E5
  • Ink#1D2823
  • Cobalt#284FA4
  • Terrazzo#CAC8BD
  • Crust#A86B39

The idea

Same gesture, another world

What stays the same is the point: the gesture, the shape of the bread, the angle of the camera, the bag under the arm. Everything else is free to change. In 1976 there are wooden shelves, a mechanical scale, blue workwear, corduroy and kraft paper; in 2026 a glass front, terrazzo, light oak, steel and a technical jacket. Then the story lives in a printed ad, now in an eleven-second film.

Stays

  • the gesture
  • the shape of the bread
  • the camera angle
  • the bag under the arm

Changes

  • people and clothes
  • shop and city
  • image technique
  • the medium

From the moment to the brand

How two eras share one picture

First we fixed the loaf: oval, one long diagonal score in the crust, lightly floured. Then five moments that exist in both years, each with the same camera position: the handoff, the first cut, the walk to the door, the bag, the shop window. For every pair we swapped the people, clothes, shop and image technique, coloured the light analogue or digital, and made sure nobody appears twice.

The same ad is a series about what makes a brand: one ad, told twice, the way it would have looked in the seventies and the way it looks today. Still warm is the second episode. Keep the gesture, change the world: one moment, two eras, two media, two systems. The bakery is fictional, there is no historic ad, and every image is an AI concept visual.

  1. BriefOne ad, told twice, as the second episode of The same ad.
  2. IdeaThe handoff stays; shop, people and medium change.
  3. Moodboards1976 with wood, scale, corduroy and kraft paper; 2026 with glass, terrazzo, oak and utility wear.
  4. DesignTwo wordmarks, a bold serif with a little loaf and a tight grotesk with one rule.
  5. ApplicationsA print ad, paper bags, shop lettering, a storyboard for the film and an Instagram carousel.

The good part of morning.

Brand
Still warm, fictional
Series
The same ad, Vol. 02
Eras
1976 and 2026
Images
Made with AI, no shoot

What this means for your brand

People rarely remember a brand by its typeface; they remember what it keeps doing. When we reposition a brand, we first look for the one moment that should stay, then rebuild everything else around it. For bakeries, cafés, shops and anyone whose best story already happens every morning.

AI imagery & AI video for your brand Guide: AI images for business

Your brand, any decade

Still warm in fifty years?

We find the moment that makes your brand and tell it so it fits today and still rings true in fifty years.

Write us for your project