In luxury, every detail matters and every decision carries weight.

For this project, we integrated AI at the R&D and previsualization stage to rapidly explore environments, moods and compositional directions before production began.

Used intentionally, AI becomes a tool for sharper creative direction and smarter production planning, especially in the precision-driven world of luxury.

SAKS x AMAZON

Solidifying the creative vision: shaping a fantasy world with AI

During the briefing phase, as creative directions begin to take shape, AI became a tool to expand and articulate the vision further. The team was drawn to a striking contrast — pairing the muted, industrial tones of a subway environment with a whimsical winter world, where elevated color and atmosphere would better showcase the collection.

To help bring that vision into focus early, our EP introduced AI as a way to rapidly explore and visualize these environments. This allowed the team to align on a shared creative direction, grounding an imaginative concept in something tangible from the outset.

AI Outfit Testing

AI was used to test each look against winter environments, helping identify the strongest pairings. This ensured every piece stood out and elevated the luxury brands featured in the campaign.

Traditionally, exploring multiple world-builds requires time-intensive concepting and design passes. With AI-driven R&D, we can generate multiple environment directions in hours, not weeks, test lighting moods and spatial compositions, explore visual ambition without production risk

This gives creative teams a broader field of vision early.

Before production begins, the most expensive variable isn’t the shoot, it’s uncertainty.

AI allows us to experiment early, so by the time we reach set, production becomes execution.

From Spring to Winter with AI

Shifting the entire scene to winter, without reshooting.

Campaigns are often captured months in advance. In this case, client-provided plates shot in spring needed to reflect a holiday setting. Using AI, we transformed the environment, replacing greenery with snow, adapting pedestrian wardrobes and adding seasonal details like snowfall and festive lighting.