The project explored how a soft, grounded campaign world could be developed quickly without sacrificing cohesion, using generative workflows to accelerate location testing, casting logic, and atmosphere design.
Develop a Mother’s Day campaign that feels warm, editorial, and emotionally grounded while testing how AI-assisted production can compress the timeline of a traditional commercial shoot.
The campaign was built by first establishing tone, then refining digital characters, environments, and locations until the work aligned with the brand’s soft and grounded identity. Generative tools made it possible to test alternate worlds and styling directions quickly, without the usual bottlenecks of physical scouting and pre-production.
Thirty final images and three twenty-second cinematic videos delivered through a fast, iterative pipeline.
In this project, the aim was to build a softer and more open campaign world that could hold warmth, lightness, and emotional clarity without losing visual discipline.
In this project, the visual language balances softness and polish with production efficiency. Rapid iteration was used to refine tone, unify the imagery, and open up more viable campaign directions rather than flattening the brand into sameness.
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I/B/H Mens Fashion