De Morgen

The Dream Final

Agency: Mortierbrigade


De Morgen and mortierbrigade create footage of a final that never existed.

Last Sunday witnessed the highlight of perhaps the most controversial World Cup ever: the final between France and Argentina. A splendid final on the field, but unfortunately less beautiful in the stands.

De Morgen and mortierbrigade decided to blow the final whistle on this tournament by showing everything and everyone we were not allowed to see in the stands of the Lusail stadium: supporters with rainbow flags and One Love bracelets, workers who suffered heavily during the construction of the stadiums and activists denouncing the ecological impact of this World Cup.

"It was impossible to see this dream final in reality. So we had to enlist the help of Artificial Intelligence to create these images, which we never saw in the stands of the Lusail stadium. Artificial Intelligence in this case is unfortunately more human than real people", says Frédéric Zouag, AD at mortierbrigade.

The images were generated by AI with the help of photographer Hadrien Hanse. It took countless tests and briefings (also called prompts) to obtain the perfect result. And the results are really stunning. In fact, it's hard to believe that these images were created entirely by a machine. They appeared in the weekend edition of De Morgen. A video with the images was also distributed on social media.

On top of that, the images were added to the Google Maps page of the Lusail stadium. So they will be a virtual part of the stadium forever.

This professional campaign titled 'The Dream Final' was published in Belgium in December, 2022. It was created for the brand: De Morgen, by ad agency: Mortierbrigade. This Digital, Film, and Print media campaign contains 1 media asset. It was submitted over 1 year ago by Founder: Luc de Boer of


Client: De Morgen
Client contacts: Remy Amkreutz, Jörgen Oosterwaal, Dave Peeters, Sam De Moor

Agency: mortierbrigade
Partner & CEO: Jens Mortier
Partner & Executive Creative Director: Joost Berends
Partner & Brand Design Director: Philippe De Ceuster

Creatives: Nicolas Gaspart, Frédéric Zouag Strategy: Vincent D’Halluin
Digital Business Director: Jochen Sablon
Account Director: Evelyn Savels
Account Executive: Quentin Donckerwolcke
Social Lead: Lisa Smets
Social Creatives: Tine Van Daele, Ella Van Cappellen

Design: Kaatje Schreurs

Cross Media Designer/DTP: Kaatje Schreurs

Editor: Jelle Stro

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