Casablanca Unveils AI-Generated Campaign
Creative director Charaf Tajer has teamed up with British photographer and artist Luke Nugent to create a retro-futurist campaign entirely from AI.
Creative director Charaf Tajer has teamed up with British photographer and artist Luke Nugent to create a retro-futurist campaign entirely from AI.
It’s official. AI is taking over the world. From AI ballets to the first-ever AI Fashion Week, the novel technology is ushering in a new wave of creatives across every medium. It shouldn’t come as a surprise that Casablanca Paris would unveil a campaign created entirely from artificial intelligence. Jumping headfirst into the metaverse for S/S 23, creative director Charaf Tajer has teamed up with British photographer and AI artist Luke Nugent to create dreamy visuals that perfectly capture the retro-futurist aesthetic of the brand’s ‘Future Optimisto’ collection.
While fear-mongering headlines are quick to suggest that AI is here to take jobs away from creatives, Casablanca’s first foray into the space suggests otherwise. An expert at creating AI-generated images, Nugent was instrumental in bringing the virtual campaign to life. Still, Nugent worked closely with Tajer and his team of stylists, set designers, and art directors to capture the collection’s space cowboy themes through detailed prompts.
Bridging the gap between nature and technology, the campaign (like the collection) takes from the future as well as the past. Virtual models don the western-wear-inspired collection in front of impossible architecture (akin to the work of Getty or Gehry), with backdrops which harken to South America. The dreamy images of course were created without the need for travel making it much easier to produce than a traditional campaign, begging the question: is this the future of image-making?