Self// Don’t Blink Campaign
Case Study – AI Driven Impact Campaign
Using some exciting production tools from Luma Labs, I was able to build another campaign concept for my fictitious makeup brand for our mascara line. The ‘Don’t Blink’ campaign is a focus on the gritty, edgy model’s personal brand. Self// is about being who you want to be, not what cosmetics companies try to enforce. Our brand strives to bring out natural beauty and perspective, not cover it over with someone else’s. In the campaign, I used various tools to concept out various treatments for font, environment and model wardrob.e
The Approach
Foundation
Using Nano, I built out a variety of model poses and expressions, along with the makeup to act as the foundation for the campaign.
AI Concepting
I experimented with batch, rapide prototyping to experiment with different treatments to narrow in on a chosen approach.
AI Production
Ideating from concepts was much easier once we locked in a treatment and provided clear OOH and ad variation treatments.
Characters
Adapting my Self// model, we add more punk-rock edge with her makeup, hair and clothing treatment, adding more depth and grit to her.
Setting
Instead of a pure illustration, I developed an alley setting with neon to deepen the impact of the makeup and model expressions.
Self// Brand
Throughout the ads, the logo and brand are connected. Particularly in the OOH placements, the brand stands out in the dark and neon composition.
Learnings
Working through this particular campaign with the punk-rock vibe presented some interesting challenges. Firstly, the AI wanted to bring in trademarked designs without being prompted, which had to be altered out. I think that’s an important learning for anyone in AI is to closely watch the use of branded materials. This can be as easy as having pop-bottles on the ground that you didn’t ask for. Also, the use of the neon lighting presenting challenges in the overall image composition. Sometimes the AI too some fun liberties in exposure treatments. Othertimes it almost entirely disappeared. Fast ideation and locking in choices is vital to not wasting time in production.
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