Develop and pitch a compelling creative concept to promote Spoke’s new Spring Enduro collection, a line designed for comfort, movement, and durability.
Solution
Using AI as a creative tool, conceptualising a dynamic rooftop photoshoot set against the clean white architecture of the Getty Gallery in Los Angeles. The visual direction focused on bright, energetic colours contrasted with minimalist surroundings to highlight the product’s design and versatility. Models were depicted performing parkour across the rooftops, showcasing the movement, flexibility, and resilience of the Enduro fabric in a visually striking and contemporary way.
Challenges
Because the concept was entirely AI-generated, maintaining realism and consistency across models proved challenging, particularly with facial details. However, the movement, lighting, and composition were crafted to achieve a high degree of believability and to clearly convey the campaign’s intended energy and tone.
Outcomes
The creative direction was met with strong enthusiasm from the client. While the LA location was ultimately ruled out due to budget constraints, the same art direction was successfully adapted and executed using a UK rooftop location, preserving the campaign’s core concept and visual style.
