SUNNEI × AI —
Spiky Labauletto Campaign
AI Fashion Concept & Creative Direction
Project Overview
A fully AI-generated fashion campaign for Sunnei's Spiky Labauletto Leather Shoulder Bag — conceived, art-directed, and produced using generative AI from start to finish. The project explores what happens when creative vision meets cutting-edge image synthesis: a complete campaign ecosystem built without a traditional photoshoot, yet indistinguishable from one.
The result is a desert editorial — raw, sun-baked, and deliberately strange — that mirrors the bag's own contrasts: the softness of leather against the aggression of green spikes, the luxury of Italian craftsmanship against the wildness of the Sonoran landscape.
GALLERY
step #1_ Model Generation
A unique AI fashion model was built from scratch: specific facial features, skin texture, hair curl pattern, and coloring were engineered to create a consistent, ownable identity for the campaign. No stock images. No real person. A new face, built for Sunnei.
step #2_Styling
The model was dressed digitally in looks aligned with Sunnei's SS aesthetic — green leather corset, pink mesh layering, flared leather trousers — styled to echo the bag's colorway and tactile tension. The Spiky Labauletto was integrated as both accessory
and protagonist.
step #3_Scene Creation
Desert environments were constructed as AI-generated backdrops: cracked earth, towering saguaro, golden-hour dust, and prickly pear fields. Each scene was selected and refined to amplify the bag's spiky character and create visual storytelling continuity across the campaign.
STEP #4_FASHION GENAI PHOTOSHOT
All elements — model, styling, environment — were composited into final campaign images across multiple formats: editorial portraits, close-up product frames, wide-angle lifestyle shots, and a short motion piece. Campaign outputs were extended into OOH advertising mockups (billboard, bus shelter) .
Deliverables Full campaign gallery / Video reel / Print & digital advertising assets / Billboard mockups
Scope Art direction · GenAI model creation · Styling · Scene generation · Storytelling · Campaign production
Brand Sunnei — Made in Italy
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