Case study
Charles & Keith
Summer Calling. A fully AI-produced runway campaign for Charles & Keith's SS26 collection.
The brief
Charles & Keith needed a full runway campaign for their Summer 2026 collection. Every look AI-generated from the ground up: character, styling, set, and light. No casting. No studio. No shoot days. A complete visual campaign built entirely in AI.
12
AI-generated looks
60+
Campaign stills
1
Hero film
01. Direction
Setting the world.
Before generating a single look, we established the world: light quality, set aesthetic, colour palette, and the mood the collection needed to live in. Everything built from a creative direction brief, not a prompt.
02. The Looks
12 looks. No studio.
Look 01
Look 02
Look 03
Look 04
Look 05
Look 06
Each look built individually using AI: character generation, outfit application, lighting matching, and final grading. Iterated to match the creative direction exactly.
03. Campaign Stills
Graded and ready.
04. The Film
Summer Calling.
The campaign film. Every frame AI-generated and composited, colour-graded to match the creative direction. Produced for YouTube and paid social placements.
05. In Context
How it lands.
06. Live on the Web
Campaign to website. Same day.
The campaign assets went straight from generation into a live Charles & Keith editorial site, desktop and mobile, no reshoots, no resizing.