Revolve beauty bag11/13/2023 ![]() ![]() The brand photographed human models in the brand’s sustainable designs to showcase its carbon negative Ultra-Light and its net-zero 8-bit Sheep T-shirt lines and placed them in outdoor settings. That was true as well for Sheep Inc.’s chief executive officer and cofounder Edzard van der Wyck. “There’s actually a little bit more control and also it’s less stressful.”įor the Pangaia project, sustainability also played a key role in the decision to use AI, Abbasi said. “It gave us a little bit more flexibility than we would have had if we had to do a one-day shoot and nail it, make sure everything comes together in that serendipitous way,” he continued, noting that things as simple as changing the hair, which might take two hours on a human model, takes mere seconds with a computer. Though the brand approached it in a traditional manner - with mood boards, color palette, scene setting and creating “bios” for the looks - the models and clothing were completely AI-generated. Instead of going retro, the company went all in on AI. Revolve decided to flip its 20th anniversary campaign on its head. The company is in talks with “about five to seven” brands that are eager to create AI-generated campaigns. That quick change movement allows creative directors to visualize and test different concepts almost immediately, a main part of the tech’s appeal. “You can have the bag on top of a mountain, or on the streets of Japan, in a matter of minutes.” “Now we can place it in any situation on any model in any angle,” Abbasi said. Maison Meta recently did a test for an unnamed French luxury house, and trained the AI to understand its signature bag. “This allows them to do that and meet the customer’s needs across all channels, while they are really struggling to deal with existing infrastructure and existing resources,” he argued. “Brands can’t dream of doing production in that timeline, and hand in hand with that goes the reduction in cost of production,” Abbasi said.īrands are under pressure to engage eyeballs and constantly create content that reaches across traditional media and social channels, all while tightening their budgets. The Revolve campaign came together in just three weeks at Maison Meta. “What we bring is almost like creativity on steroids - quicker, more expansive, with ideas that you would probably not get from a human team.” “The value proposition for a lot of these brands is very clear,” said Nima Abbasi, partner at Maison Meta, which has created ads for Moncler, Pangaia x Robert Rabensteiner and Revolve. Ava DuVernay Goes for Glamour in Louis Vuitton and Prada Ensembles to Promote 'Origin' at Venice Film Festival 2023īrands are excited about the possibilities of what AI can create - cutting production time and opening images up to an endless array of backgrounds. ![]()
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