Haier, a global leader in air conditioning, offers advanced air conditioning solutions. For the Summer 2024 campaign, they wanted to highlight the product as the real protagonist (The product is the hero), presenting it in a fun way and transmitting the idea of summer, always from an empathetic point of view, as the campaign was to be applied at street level. My role was to develop the campaign from its initial concept to its final implementation in various media. We started with several conceptual proposals that were refined through an iterative process. The final result - consisting of 5 different key visuals - is characterised by a visual play between the product and typical summer elements, always presented with a nice touch.