For the fourth campaign in a row, we partnered with SohoSquare Athens and Foss Productions to bring back Petros Mamos—the charismatic great-grandfather of the Mamos Beer brand.

This year’s campaign took a fresh creative turn. Set in a lively restaurant in Athens, each film opens with a classic ceramic plate—animated with local sayings and cultural winks. Petros enters each scene to cleverly alter the text on the plate, transforming everyday moments into something more memorable. At the end, he appears in full collage form, seamlessly blended into the live-action world to share a beer and interact with the cast.

The live-action scenes were filmed in a real Athenian restaurant, directed by Reynald Gresset, capturing the authentic energy of Greek gatherings with warmth and humor.

In previous campaigns, we had only three original photos of Petros Mamos—a charming but creatively limiting archive. To give the character more emotional range and physical expression, we turned to AI as a supporting tool.

We used generative tools to create dozens of new facial angles and expressions, always staying true to the original material. While some outputs were surreal and imperfect, they gave us a foundation to explore Petros in new ways.

From there, every animation was brought to life the traditional way—hand-animated frame by frame by our 2D artists. The result is a richer, more expressive Petros who fits seamlessly into the evolving tone of each campaign.

We’re always aiming to go a step further with each project—combining time-honored techniques with emerging tools to tell stories that surprise, entertain, and evolve.