Casablanca Launches AI-Generated "Futuro Optimisto" SS23 Campaign
Paris-based fashion brand Casablanca recently launched its Spring/Summer 2023 collection campaign, titled "Futuro Optimisto," which incorporates AI-generated imagery. Collaborating with photographer Luke Nugent and the image generator Midjourney, Casablanca aimed to create a campaign that stood out by harnessing the power of AI and embracing the unexpected.
Using the image generator Midjourney, Casablanca's creative director, Steve Grimes, and founder, Charaf Tajer, embarked on a creative process to bring their vision to life. They provided prompts to Midjourney, describing the desired images they wanted for the campaign.
Midjourney generated a series of images based on these prompts, and Grimes and Tajer selected the ones they found appealing. Then, they refine and enhance the chosen images, repeating this process until they achieve the desired outcome.
Some key aspects of the campaign were:
The images were styled to look more like hyperrealistic paintings than actual photographs.
The campaign was inspired by a trip to Mexico, the idea of UFOs, space, cowboys, the desert, and nature all coming together.
Casablanca founder Charaf Tajer and creative director Steve Grimes spoke to Business of Fashion about being inspired to use AI for the campaign after seeing the work of other artists who were using the technology. They said that they wanted to create something that was "different and unexpected.”
While AI-generated images can be created quickly and easily, Grimes stressed that the brand's "Futuro Optimisto" campaign still required a lot of planning and creativity. He noted that the same amount of research and storyboarding was necessary to build the artistic vision behind the campaign. The brand still needed to shoot their clothing on models in similar poses before feeding them to the AI-generated program. However, one thing that was different is the fact that they no longer needed to cast models off a sheet and scout locations.
Grimes explained that AI can be a powerful tool for artists, but it is important to remember that it is still a tool.