How Goettl Reimagined Visual Storytelling With AI

Background

A Legacy of Excellence in HVAC Services

Founded in 1939, Goettl has established itself as a trusted name in the HVAC (Heating, Ventilation, and Air Conditioning) industry. With a rich history of innovation and a commitment to customer satisfaction, Goettl provides top-notch heating, ventilation, air conditioning, and plumbing services. Headquartered in Phoenix, Arizona, and serving various regions, the company has built a reputation for reliability and excellence.

THE BRIEF

Capturing Comfort: The Need for Authentic Home Imagery

Goettl required an extensive library of images of families enjoying the comfort of their homes and engaging in various activities. The images needed to be high-quality for multiple materials and platforms and highlight the need for HVAC and plumbing services.

Our guidance

Superside noted that this project was ideally suited to be tackled with AI since it required the following:

• High volume of repetitive tasks
• Quick turnaround times
• Diverse creative explorations

Leveraging our AI toolset and workflows, Goettl could benefit from a custom photo library with photoshoot-quality assets at a fraction of the cost.

The woRK

Harnessing AI for High-Volume, High-Quality Image Creation

Our AI Creative experts leveraged the following AI tools in a nimble and structured process:

1. ChatGPT for prompt ideation
2. Midjourney for image generation
3. Photoshop to deep etch product materials into the images
4. Magnific in post-production for image enhancing

Superside's creative explorations focused on the need for HVAC and plumbing services, including people diversity, multiple home spaces, HVAC equipment, and human activities in cooler and warmer temperatures.

Bathroom

Garage

Kitchen

Living room

Outdoor

THE IMPACT

Transforming Marketing with Efficiency and Diversity

Goettl created a bespoke collection of high-quality visuals that matched professional photoshoot standards at a significantly lower cost.

Diverse Content Portfolio

With 215 unique images created, Goettl gained a rich variety of options to enhance their marketing initiatives.

Resource Optimization

By harnessing AI technology, Goettl achieved remarkable efficiency. The team reported an estimated 87% reduction in design hours compared to conventional methods.

Accelerated Time to Market

The swift creation of a comprehensive image library enabled Goettl to speed up their go-to-market.