AI PRODUCTION
Overview
Promo films for clothing brands built entirely with AI generation — no crew, no location, no shoot day. Each piece is treated as a real campaign film: reference and mood first, then shot list, generation, grade and edit, cut to the brand's tone rather than to whatever the model returns.
The work runs in three formats: music-video pieces built around a track, fashion cuts that carry the product, and a story series where the same characters continue across episodes.
- Role
- Concept, AI Direction, Edit
- Client
- Independent clothing brands
- Deliverables
- Promo films, fashion cuts, story series
- Timeline
- 2026 — Present
Approach
AI is the production method here, not an effect. Consistency is the whole job — character, wardrobe and light have to hold across every shot, so each film is built from a locked reference set, generated shot by shot, then graded and cut like normal footage.
The bar is a shot campaign. If it reads as AI content, it didn't work.
Formats
Music video — films built around a track and cut to it, with the garment carried through the piece instead of landing as a product shot at the end.
Fashion cuts — short, fast pieces made for feed and paid media: the product in motion, one idea run across several variations.
Series — a story film with recurring characters and a continuing plot, built to hold attention across posts instead of resetting every time.