PROBABLY THE MOST ICONIC KIT
Client
Carlsberg
Agency
Next-DC Creative Agency
Role
Creative Technologist · AI Developer
Services
Applied AI · LLM Training · Computer Vision · Prompt Engineering · Interactive Web Experience
As part of Carlsberg's "Probably the Most Iconic Kit" campaign, I developed the AI recognition system behind an interactive experience that identifies iconic football shirts from user-submitted images. My role focused on training and refining the language model responsible for recognising club identities and sponsor branding with high reliability, enabling football fans to instantly discover whether their shirt belonged to Carlsberg's historic legacy in football.
The Challenge:
Build an AI experience capable of accurately recognising football kits despite differences in lighting, image quality, camera angles, partial occlusion and variations across seasons, while providing an intuitive experience for fans.
My Contribution:
Developed and trained the AI recognition system using a manually curated dataset of historical football kit images, refining prompts and evaluation workflows to improve recognition accuracy through iterative testing and validation. Collaborated closely with developers to integrate the end-to-end recognition pipeline into the interactive experience, ensuring reliable performance across diverse image conditions and ambiguous cases.
︎ Case study