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Fully AI Campaign Accessories 2025

Spring
collection

A spring campaign shot in February — without waiting for spring, and without anyone leaving the city.

Client
Marmalato
Role
Concept · AI production · Direction
Year
2025
Output
Stills + motion, full campaign set
The problem (a season out of sync)
What the calendar wanted
Early spring,
on shelf in February

The new accessories collection had to be live before the season it belonged to. Retail moves ahead of the weather: the campaign needed light coats, bare arms, warm pavement — the whole feeling of a spring that hadn't arrived yet.

What was outside
Siberia,
still deep winter

In February there is no early spring to photograph here. Getting the frames on location meant flying a crew, models and product to Europe — a budget and a schedule the launch didn't have.

So the shoot didn't happen. Every frame in this campaign is generated — and it was built in the same order a real production would have been.

Campaign hero — spring rooftop
Campaign · hero
Step 01

Casting, before anything else

Two faces were generated, reviewed and locked the way an agency board gets approved — front, profile, three-quarter — so the same cast could carry every frame of the campaign.

Casting sheet, model 01
Casting · model 01
Casting polaroids, model 02
Casting · model 02
Approved model 01
Approved · model 01
Approved model 02
Approved · model 02
Step 02

Then the looks

Wardrobe and the new accessories assembled onto the approved cast — a warm brown and terracotta palette, boards signed off as styling before a single campaign frame existed.

Look board, brown palette
Look board · brown
Look board, beige palette
Look board · beige
Step 03

Only then the location

A European street and the light of an afternoon two months ahead of the calendar. The same approved looks, moved out of the studio and into the world.

Looks on white background
Before · looks on whiteStudio
→
Same looks in the street
After · same looks, in placeLocation
Campaign frame, street
Campaign · street
Campaign frame, bag close
Campaign · bag
Campaign frame, kerb
Campaign · footwear
Campaign frame, suede jacket
Campaign · jewellery
Step 04

And the product, on its own

The same world, closer in — the accessories photographed as objects, in the places the campaign had already established.

Campaign frame, eyewear
Campaign · eyewear
Bag with coffee, overhead
Product · in use
Bag on a bench
Product · in use
Hobo bag on a door
Product · hobo
Suede pouch on a marble table
Product · pouch
Role (what I did)
Concept and full AI production for a campaign that had to look like a trip that never happened.
01
Casting
Models generated and approved before anything else, so one cast carries the whole campaign and the brand recognises its own faces across every asset.
02
Looks
Wardrobe and the new accessories built onto the approved cast, product by product, and signed off as styling — not as pictures.
03
Location
Only then the world: a European street and the light of a season that was still two months away.
04
Frames & motion
Stills and video generated and directed last, then cut and prepared for every placement the launch needed.
Result (where it ran)

One generated set covered the entire launch — no crew, no travel, no waiting for the weather.

(01)Social mediaStills + motion
(02)Site homepageKey visual
(03)Email campaignStills
(04)In-store bannersPrint
(05)In-store video screensMotion
Live (in the wild)
Marmalato homepage, SS'26 key visual
Site · homepage key visual
Marmalato homepage, gift card banner
Site · homepage banner
Marmalato email campaign, top
Email · SS'26 launch
Marmalato email campaign, trends block
Email · trend blocks
In-store screen · vertical
In-store screen · horizontal