Advertising, AI How a well-respected design agency employed AI to create an entire advertising campaign for a longtime client.

"As for the models, they’re all 100% fake. In fact, everything in the campaign is AI—except for the type and the eyeglasses, the latter of which are actual Georgetown Optician frames added to the scenes. Lefebure estimates that some of the results came out 80% complete while others rendered around 50% or so." Photo: courtesy of Design Army

Design Army is known for its fashion forward creative for clients like Adobe, Bloomingdale’s, Disney, Netflix and PepsiCo. Recently long-time client, Georgetown Optician, asked them to promote a new store, a project that would typically take at least three months to execute. This time they didn't have the time, nor the budget it would take to scout and shoot a conventional campaign. Agency cofounder and chief creative officer, Pum Lefebure, realized that it was time to put AI to the test. This is a revealing article that summarizes some of their learning. One of their insights is that when using AI the art direction needs to be even more careful and explicit than when working person-to-person. Another is that this train has already left the station. As Lefebure said: “As an owner of a design company, I don’t want to be left behind. I feel like we humans need to keep up with the technology and find a way to work with it. It’s too late to be against it.” Article: How One Design Studio Crafted a Brand Campaign Entirely from AI