CASE STUDY

AI Integrated Workflow Solutions for Saks x Amazon Luxury Holiday Campaign

AI delivers the most value when it’s used as a human-guided tool, integrated into existing workflows to simplify processes and save time on targeted tasks.

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 in situ (laptop)
Saks in situ (phones)
LEAD THE CREATIVE FORWARD

Solidifying the creative vision with AI previsualizations

During the briefing phase, the team was drawn to pairing the muted, industrial tones of the subway environment with a whimsical winter world, where elevated color and atmosphere would better showcase the collection.

To bring that vision into focus early, our EP introduced AI as a way to rapidly explore and visualize these environments, test different directions and evaluate how the looks would sit within each setting.

Saks Lounge Chairs
Background Options with Model
AI Winter Background Explorations
AI Outfit Testing
STAY AHEAD OF POST

Testing VFX with AI

Integrating AI into R&D and previs allowed us to quickly explore environments, tone and narrative direction, giving the team clarity before committing to full VFX production, while saving both time and budget.

Frozen Effect AI
Frozen VFX
Subway VFX
Subway VFX 2
Subway VFX 3
PRE PRODUCTION

Blending live action & AI environments

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.

Green Screen 1
Green Screen 1
Green Screen 3
Saks Woman Snow 2
Green Screen 2

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.

Saks Spring Winter (video)
6' Fabulous Fashion
6' GanniLibertine
6' Stella Suit

Traditionally, exploring multiple world-builds requires time-intensive concepting and design passes.

With AI-driven R&D, we were able to generate multiple environment directions in hours, not weeks, test lighting moods and spatial compositions, explore visual ambition without production risk

This gave the creative teams a broader field of vision early.