Campaign Vision: Bougainvillea
The Bougainvillea campaign was designed to transport the viewer into an idyllic, Mediterranean-inspired world of classical beauty, relaxation, and escape.
- Visual Narrative: Aged whitewash architecture and sun-drenched landscapes create an immediate contrast to urban life.
- Chroma & Composition: Vibrant magenta bougainvillea serves as a dynamic focal point, creating a striking backdrop that illuminates ORTTU’s statement pieces—including the embellished black Diamond Jacket.
- Emotional Driver: Evoking a slower, epicurean lifestyle that invites the consumer to step into a higher expression of style.
Generative AI Production Workflow
Merging technical precision with hand-crafted design and creative oversight.
To achieve photorealistic, high-fashion imagery faithful to the real-life garments, I engineered a hybrid AI-and-traditional design workflow:
Spatial Mapping & Concepting: Created scene compositions, lighting grids, and model poses using Adobe Creative Suite.
Generative Asset Creation: Transformed preliminary mappings into realistic photos of model and scenes using GenAI.
Product Integation: Mapped ORTTU garments onto AI-generated models, maintaining precise fabric drape, texture, and silhouette integrity.
Retouching: Addressed generative anomalies (“hallucinations”). Because ORTTU’s tailoring is unconventional—such as the soft, un-folded collar of the Star Neck Shirt—prior to motion generation, I hand-corrected errors (produced by AI) using Photoshop.
Video Synthesis & Motion: Generated dynamic video footage from corrected images, edited the frames to tell the campaign story, and added the ORTTU logo.
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