Using AI to Elevate Festive Storytelling

The Sidings, Waterloo

Creativity & Production

This Christmas, our client The Sidings hosted a grotto that remained a fully in-person and magical attraction, and we explored how AI could enhance the way it was promoted across social media.

To support the campaign, we created a short-form video presented as CCTV footage of penguins running loose around the centre. Using real imagery of The Sidings as the foundation, AI was used to bring the penguins to life, making it appear as though they had been picked up by security cameras moving through the centre and heading towards the grotto. Framed as something spotted on the cameras, the content felt playful, unexpected and instantly attention grabbing.

This approach added an extra layer to the festive storytelling. By blending a recognisable real-world environment with imaginative AI elements, we were able to extend the winter wonderland theme and create content that stood out across busy social feeds. The CCTV style execution helped ground the idea in reality, making it feel believable while still having fun with the concept.

AI is becoming a key part of seasonal marketing strategies, with nearly eight in ten marketers now using AI to plan, test and optimise Christmas campaigns, a 42 percent increase since 2024 (Retail Times, 2025). While it is easy to get swept up in the excitement and endless possibilities AI offers, it is important to recognise the value of balance. AI works best when it enhances creativity rather than replaces it. This idea came from a simple content brainstorm and some experimentation around how AI could add something extra.

For The Sidings campaign, the AI content sat alongside real, on-site footage of the grotto experience and collaborative content created with tenants. This helped keep the campaign grounded in genuine moments and ensured the emotional connection remained at its core.

The penguins on the loose concept is a great example of how AI can be used thoughtfully to bring ideas to life, add depth to storytelling and elevate promotional content when combined with real world creativity.

It also led to some great results for our client. The grotto sold out in just 14 days, with a record number of 450 bookings in one day!

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