The campaign addressed the divisive nature of alt-right slogans and anti-immigrant campaigns, recognizing the potential harm they cause. The initiative centered around a movement advocating for the return of Queen Nefertiti to Egypt, orchestrated by a group called "The Loot."

Deploying a dual strategy across print and social media platforms, the campaign strategically hijacked alt-right slogans, using them ironically to direct public attention towards the cause. The out-of-home (OOH) prints took a provocative approach by co-opting arguments commonly associated with anti-immigrant campaigns. This unexpected juxtaposition aimed to stimulate conversation and engagement.

To further captivate the audience, the campaign featured realistic mid-journey renditions of Queen Nefertiti's likeness. Leveraging the human tendency to engage with stylized images of real people, these renditions served as a clever ploy. The visual appeal tricked individuals into interacting with the campaign by prompting them to scan a QR code, which led to a petition advocating for Queen Nefertiti's return to Egypt.

To bring this campaign to life we needed to work with our most valuable asset: Queen Nefertiti’s unforgettable face. We also needed to find a way to use her visage without giving away the entire campaign. Enter AI. After hundreds of iterations, we generated a series of photorealistic renditions of Nefertiti that transformed her into a contemporary immigrant of color. This was a bit tricky because our AI model, Midjournye, was only one month old when we started. It took a lot of careful work to make sure the new pictures captured the similarities in the faces.