TBWA\Zürich came to us with a bold brief. Launch Swiss drinks brand Rivella’s new Peach Zero can with an unforgettable character. We dived straight in and didn’t just design a mascot, we built a rap star.
AI Character
Meet P3ACHY: the AI-generated newcomer taking the Swiss music scene by storm. Born entirely from artificial intelligence, she is the face (and the flow) of Rivella’s Peach Zero campaign. Our director Stijn Sanders led the project in-house from concept through to delivery, shaping P3ACHY’s look, personality, and screen presence frame by frame.
The centrepiece of the campaign is a full music video for “Peachy”. A reimagined version of EAZ’s hit track “Juicy”, reworked in collaboration with the Swiss rapper himself. Every frame of the video was generated using AI, making this one of the first fully AI-directed music videos to anchor a major Swiss FMCG launch. For the shoot, we joined forces with production company Shining, combining their production expertise with our AI-driven creative vision to bring P3ACHY to life on screen.
The result blurs the line between branded content and genuine cultural output. P3ACHY doesn’t feel like an ad. P3ACHY feels like an artist and that was always the point. By fusing creative direction, AI production, and a sharp cultural hook, we helped Rivella land a campaign that cuts through. Not just in feeds, but in conversations.
This is what happens when technology and storytelling stop competing and start collaborating.