Prompting the first-ever AI-generated music campaign
armada music
To develop the team’s AI knowledge and support the campaign, we designed and delivered a two-day training and creative workshop with Armada Music’s marketing and creative teams.
SERVICES
CREATIVE DIRECTION
TECHNICAL DIRECTION
AI MASTERCLASS
CONSULTING
PROJECT INFO
Challenge
Inspired by the name of Armin van Buuren’s new single, ’Computers Take Over the World’, and to create new opportunities for creativity, the marketing team at Armada Music sought our expertise in using generative AI tools to create the assets for the launch.
Solution
To develop the team’s AI knowledge and support the campaign, we designed and delivered a two-day training and creative workshop with Armada Music’s marketing and creative teams.
Outcomes
With our guidance, the team built out a range of assets using generative AI tools. Beyond the marketing campaign, Armada Music also used generative AI to create the lyric video, enabling computers to truly take over. It sparked conversations online and is the first-ever AI-generated music campaign.
When the computers really did take over
Given the name of Armin van Buuren’s new single, ‘Computers Take over the World’, the team at Armada Music were keen to push the limits of emerging AI tools and launch an AI-fuelled marketing campaign.
Armada Music sought our expertise in using generative AI tools to create the creative assets surrounding the launch.
Designing a program to guide and educate
To support the development of the campaign, we designed and delivered a two-day training and creative workshop with Armada Music’s marketing and creative teams.
Re-rendered prompts using Midjourney 6.0. in 2024.
The original artwork was made in 2022 using then state of the art Stable Diffusion
Discovery & Exploration
We started the session with a discussion. Inspired by the track name, we decided to deep dive into the hopes and fears of using technology now and in the near future.
We shaped this discussion into four key themes with their own distinctive creative direction: Cyberpunk, Solarpunk, Progressive Experimentation, and Who’s taking over the world?
The aim was to make the entire campaign – from artwork to copywriting – using AI generation with minimal human editing.
Before jumping into the ‘making of’, our technical director, Kasper, provided a crash course in the available creative tools, the technology behind them and the most recent developments in the field.
Collaboration & Creativity
Suitably up to speed, we worked together to live-test prompts using Midjourney, Dall-E 2, Stable Diffusion, and Disco Diffusion.
We explored which prompts resulted in specific visual outcomes and variations between the different tools.
Structure & Support
Following the workshop, we shared strategic and creative suggestions to guide the AI-assisted campaign and assets. We created a dedicated Slack channel to troubleshoot Armada’s experimentation with the suggested prompts.
Giving creative power to computers
With our guidance, the Armada team was able to build out a range of assets using generative AI tools. Beyond the marketing campaign, Armada Music also used generative AI to create the lyric video, enabling computers to truly take over.
We were guided into creating a phenomenal AI-generated artwork and lyric video for the track’s release.
We quickly got up to speed on the capabilities of AI tools and how to optimize them for our needs.
Janice Renée Wendel
Marketing Manager, Armada Music
Outcomes
The campaign was not only the first of its kind, but it also reinforced the concept of Armin’s track, ensuring people didn’t just get the message; it sparked a discussion and received global press coverage.
This project was led by Your Majesty, Amsterdam’s award-winning creative agency that became part of Infinum in 2025. The original case study can be read here.
