Horizn Studios - Content Generator

All recycled - even the advertising: an infinite asset machine, built from digital waste.

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The Case

“All recycled. Even this ad.” For Horizn Studios’ Re-Series - suitcases made from 97% recycled materials - we made the advertising itself from recycled material: digital waste, shredded into glitch art.

The Approach

Glitch art lives on chance - you can’t storyboard randomness. So we studied how a glitch is actually built: layers, distortion, images breaking into each other. Control the mechanics, keep the chance.

The Team

One integrated team - technologists, artists, creatives, consultants and fount.space - around one thought: the product is made from trash. So the campaign should be, too.

The Plan

One campaign logic across teaser, launch and running phase - every asset type with its place, its mechanic, its moment.

The Generator

The real deliverable: an asset generator, handed to the client. Every creative decision made once - and built into the machine. Choose the trash, the effect, the message, the product - generate stills and video, in every format.

The Machine

An infinite asset machine: the engine scrapes old ads and shreds them into new ones. Every output recognizable. Every output unique.

The Echo

The press told the story for us: how digital waste becomes a stunning campaign.

The Challenge

Horizn Studios launched the Re-Series: suitcases made from 97% recycled materials - a world’s first. The campaign couldn’t just claim that idea. It had to be that idea. And it needed distinctiveness at scale: assets that are instantly recognizable, yet never repeat. Classic production can’t deliver that - every asset is a line item, every variation a new brief, a new round of decisions. Worse: the look we wanted, glitch art, has chance at its core. You can’t storyboard randomness. You have to build for it.

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The Orchestration

We started by giving up part of the planning - deliberately - and engineering the architecture behind the glitch instead: layers, distortion, how images blend and break, so that randomness reliably produces recognizable results. The engine scrapes old ads and shreds digital waste into new advertising - the campaign literally made from the same logic as the product.

An integrated team carried it: technologists, artists, creatives, consultants - Twentyrising and fount.space working as one unit, orchestrated along one campaign logic from teaser to launch to running phase.

And the decisive move: we didn’t keep the machine. We handed the asset generator to the client - recognizability locked, mechanics locked, every creative decision made once and built into the engine. Priced to match: a monthly base fee plus usage-based processing. Back in 2023, that meant pricing the architecture, not the assets - billing production the way AI products are billed today.

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The Output

A launch campaign the press celebrated - “how digital waste becomes a stunning campaign” - across social, print, display and (D)OOH. And beyond the campaign: an infinite asset machine in the client’s own hands. Every asset generated from digital waste, every one unique, in every format - as many as the brand wants, without another briefing, another round, another decision loop. The value never sat in a single asset. It sat in the machine that makes them. A 97% recycled suitcase. 100% recycled advertising.

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