Case study · Thermomix TM7

A premium MRT launch,with no photo shoot

Thermomix was launching the all-new TM7 in Singapore with a full out-of-home campaign across the MRT. Every placement needed appetising food and lifestyle imagery, but there was no shoot budget: no food photographer, studio or stylist, and one designer. I art directed the imagery with AI and put the rest of the effort into the message and into making every format work.

Client

Thermomix (Vorwerk), Singapore

Role

Sole designer, freelance for Pandan Social

Services

Out-of-home campaign, AI image direction, multi-format adaptation

Status

Live on the Singapore MRT, July 2025

The Thermomix TM7 with its accessories, apron, tote and bag on a mint background

The Challenge

Many placements, one launch
Cabin wraps, window stickers, overhead cards, station panels and 6- and 12-sheet posters, all at once.
Imagery without a shoot
Every format needed premium food and lifestyle imagery, with no photographer, studio or stylist.
A city that eats out
Around 78.7% of Singaporeans live in HDB flats, 77.3% eat at least one meal a day at eateries, and only 22% cook at home daily. The TM7 had to make home cooking feel easy again.
One designer
The whole campaign had to be concepted, produced and adapted by a single designer.

The Solution

Fix production, not the idea
The gap was in production, not in the idea. If the imagery could be made without a shoot, all the effort could go into the message and into each format.
Art direct the AI
Food and lifestyle scenes generated in Midjourney, directed on lighting, warmth and setting: moody, premium kitchens with the TM7 as the hero.
Make cooking feel easy
"The all-new TM7. Now everyone can cook." and "Easy as ABC with Guided Cooking" position the appliance as accessible, not intimidating.

Outcomes

The campaign, piece by piece

The message

"The all-new TM7. Now everyone can cook." leads, backed by "The world's smallest, smartest kitchen" and "Easy as ABC with Guided Cooking."

Two station panels: Now everyone can cook, and The world's smallest, smartest kitchen

AI-directed imagery

Moody, premium kitchen scenes with warm light and the TM7 at the centre, generated in Midjourney and art directed to feel like a real shoot.

6-sheet poster: the TM7 in a warm, moody kitchen with roast chicken

6-sheet poster: the TM7 on a dark kitchen counter with a dish on its screen

One system, every format

The same visual system resized and recomposed across the full cabin wrap, overhead cards, window stickers, station panels and posters.

Full train cabin wrap: Thermomix like never before. The all-new TM7.

Six overhead cards, each with a TM7 feature and a dish

A clear next step

Every placement ends with the same call to action: visit the pop-up at The Cathay, a three-minute walk from Dhoby Ghaut MRT.

12-sheet poster: Discover the all-new TM7, Guided Recipes for smarter cooking, visit us at The Cathay

Window stickers with QR codes: Visit us at The Cathay, 3 minute walk from Dhoby Ghaut MRT

The result

Live across the MRT

The campaign went live around Singapore's MRT in July 2025, across train cabins, overhead cards and station panels. It showed that a small team can deliver a premium campaign when AI handles production and the thinking stays human.