Casablanca’s Futuristic Campaign Blends Tradition and AI Innovation
Casablanca, the Paris-based brand known for its classic methods, has embarked on a groundbreaking venture by blending artificial intelligence with its traditional approach. Initially seen as a joke, the idea of utilizing AI to create their latest campaign gained momentum when founder and creative director Charaf Tajer and art director Steve Grimes realized the potential for discovering beauty in this unconventional fusion.
To bring their vision to life, they enlisted the expertise of Luke Nugent, a fashion and art photographer who has recently been exploring AI editorials using the image generator Midjourney. Together, they crafted the Spring-Summer 2023 campaign for Casablanca’s “Futuro Optimisto” collection, marking the brand’s first foray into the realm of AI. Transporting viewers to a Mexican landscape, the images are transformed into hyperrealistic paintings, imbued with a surreal quality. Inspired by their journey to Mexico, the collection draws inspiration from UFOs, space cowboys, the desert, and nature.
The rise of artificial intelligence has captivated the tech world and beyond, with the emergence of tools like DALL-E and ChatGPT. Although AI has generated a wave of memes, such as a whimsical mashup of Harry Potter and Balenciaga, it has also prompted businesses to explore practical applications. In the fashion industry, AI has become a playground for experimentation in areas like clothing design and online shopping assistants.
Casablanca joins a select group of brands utilizing AI for their campaign visuals. Earlier this year, Moncler collaborated with Maison Meta, an AI-focused creative agency that spearheaded the AI Fashion Week, for a campaign under its Genius project.
However, the adoption of AI has sparked concerns over the potential replacement of human creativity and job displacement. Casablanca faced backlash when it teased an image from its new campaign on Instagram, with comments expressing apprehension about the brand’s use of AI.
Tajer firmly believes that AI is not intended to replace photographers or models; rather, it offers a new medium that coexists with traditional practices. The creative process behind the campaign involved extensive research, storyboarding, and collaboration among a team of approximately ten individuals, including a set designer, lighting expert, and stylist. Visual retouching was still required, and the clothing had to be shot on models in the same poses as those generated by the AI, ensuring accurate representation of the garments.
The collaboration with Nugent introduced a completely different process. Instead of traditional casting and location scouting, they engaged in iterative discussions to refine the prompts used for the AI to generate the desired imagery. Nugent’s background in photography was instrumental in composing the visuals. Surprisingly, the AI-powered shoot took longer than a conventional photoshoot.
Tajer, who has nurtured a passion for film photography since his teenage years, likens AI to electronic music or sampling. While AI may involve computer technology, it still demands creativity and talent to achieve exceptional outcomes.
In some ways, the integration of AI proved to be a double-edged sword for Casablanca. Although it offered limitless possibilities, it also required artists to define their desired outcomes—an essential aspect of any artistic medium.
The marriage of Casablanca’s classic techniques with the innovative realm of AI has birthed a truly unique and captivating campaign. It showcases the brand’s ability to adapt and embrace cutting-edge technologies while retaining its distinct aesthetic. As AI continues to evolve, it will undoubtedly unlock further artistic frontiers, forever altering the boundaries of creativity.