Rauch Ice Tea Launches AI-Generated Gen Z Campaign with David+Martin and Tektite.

Austrian iced tea brand Rauch has released two AI-generated short films, “Friendship” and “Journey,” as part of its “Erfrucht dich frischend” campaign created with agency David+Martin. The campaign targets Gen Z audiences and positions Rauch Ice Tea with a bold, surreal visual identity powered by generative AI.

The films were produced almost entirely using AI tools by AI production studio Tektite. The workflow covered the full commercial production process, including AI casting, AI styling, generative video creation and pixel-perfect packshots. According to Max Penk, Creative Innovation Director at David+Martin, the team developed a custom production pipeline that integrates generative AI as a practical creative tool rather than a gimmick.

The result: two visually disruptive one-shot films transforming a sip of iced tea into surreal fantasy worlds featuring fruity slides, peacock rodeos, rainbow kart races, dandelion runways and space odysseys.

The campaign demonstrates how generative AI workflows are increasingly used in brand communication to accelerate production while enabling distinctive aesthetics tailored to younger audiences.

See the production process in Max Penk’s LinkedIn post.