Publicis London debuts ethical AI art platform Artfair by Bria in latest Cathay Pacific campaign

Publicis London and Cathay Pacific have partnered with Bria to unveil the first campaign created using Artfair by Bria, a new ethical AI art platform that connects brands directly with artists. The new platform allows AI-generated work to be created in distinctive, licensed artistic styles, while ensuring artists sign-up, retain control of their work, and are paid fairly every time their style is used.

As AI use has soared in the creative industries, so have questions around authorship, ownership, and fair pay. Artfair by Bria has been built to address these challenges directly – using ethically trained models based only on licensed, artist-approved content, with consent and compensation embedded into the system. The platform is designed to keep artists and their artistry at the centre of the creative process, using ethically trained generative technology to help their work reach new audiences. For brands, Artfair by Bria unlocks a new category of customer experience: product personalisation in the unmistakable visual voice of a specific artist, UGC campaigns where audiences generate content in a licensed artistic style, and branded experiences that feel elevated, not templated.

The platform’s first live application is Publicis London’s latest brand campaign for Cathay Pacific, ‘Asia just got closer’.

At the centre of the campaign is a large-scale (8×44 metre) mural at the Great Eastern Art Wall in East London, bringing to life the skylines of destinations across Asia and Australia that Cathay Pacific flies to. The artwork draws on the bold, illustrative style of award-winning artist Oliver Barrett, ethically interpreted using AI trained exclusively on his approved work before being brought to life as a hand-painted installation.

Extending beyond the physical installation, unveiled today, the mural acts as an entry point to a wider public experience. A QR code directs passersby to a digital platform where they can create their own artwork using Artfair by Bria in Oliver Barrett’s style. Selected artworks will be exhibited at an exclusive event at Theatre Royal Drury Lane, with the winning entry receiving two return flights to Hong Kong with Cathay Pacific.

The activation extends across multiple channels, showcasing real-world destinations, AI-generated creativity, public participation and a final exhibition, supported by social, influencer and CRM activity.

‘Asia just got closer’ is a cross-agency collaboration from Publicis Groupe: Creative was led by Publicis London, digital was handled by Digitas, and media planning and buying by Spark Foundry. Publicis Production was the lead production partner on the campaign, and St Marks Studio produced the mural.

Noël Bunting, Chief Creative Officer, Publicis London, said: “Artfair by Bria is nothing short of game-changing, built to back artists while helping their creative ideas travel further around the world. Through our collaboration with Cathay Pacific and Bria, bringing ‘Asia just got closer’ to life, we’re showing how ethical AI can unlock international creativity at scale, without losing sight of the artists behind the work.”

Lisa Delaney, Regional Head of Marketing and Lifestyle – Europe, Cathay Pacific, added: “Asia just got closer’ shows how we connect people not just to new destinations, but to new ideas and experiences through the premium travel experience that Cathay Pacific is known for. Partnering with Artfair by Bria allowed us to invite everyone into the creative process, giving the public tools to create their own artwork, while ensuring artists are fairly credited and rewarded.”

Vered Horesh, Chief AI Strategy Officer, Bria, said: “This collaboration with Cathay Pacific and Publicis London shows what’s possible when you put artists first: brands get access to real, distinctive creative identity, and artists get authorship, credit, and a fair share of the value they create. Artfair by Bria is a major step in our mission to transform how IP is utilised at scale, giving any rights holder, from individual artists to major entertainment properties, the infrastructure to license their creative identity through AI with automatic brand guardrails, programmatic compensation, and content protection built in.”