VVS
Overview
VVS is a clothing brand that came to me with a single product — a hoodie — and needed content to launch it properly. Their own product photography wasn't usable, so I built a full AI-generated lookbook in its place and directed a run of short vertical films for their Instagram, benchmarked against strong Western brand campaigns.
The goal was simple: make the hoodie look like something worth buying.
- Role
- Creative Direction, AI Production
- Client
- VVS
- Deliverables
- Lookbook, 25 reels
- Timeline
- 2026
Approach
With no usable product photography to work from, the lookbook had to do the job a full shoot normally would. AI generation was used as the primary production method rather than as a supplement — matching the visual bar of established Western campaigns instead of reading as a generated placeholder.
AI lookbook
Product visuals
Feed
The lookbook and films were laid out as a single launch package, so the feed reads as one campaign rather than a set of unrelated posts.
Motion
25 reels were produced for the launch. My part covered reference and idea development, location, casting, presence on set, and post-production direction on the edit. A selection is below.