Zalando – AI Art Director
2025NEW IN JUNE Campaign
AI work for Zalando for their 2025 NEW IN JUNE campaign.
Zalando wanted to experiment more with AI in their campaigns and this project merged real models and clothes with AI props.
Before the shoot, Monika Maslanek and I worked on ideating each prop concept and pre-determined how the model would interact with it. On the day-of, the props were sent over to the photo team with a transparent background and they were layered on top of the camera output in CaptureOne so we could get the intended shot with the model and angle aligning with the planned shot.
It was an interesting experiment and the result looks good! Due to AI regulations in Germany, neither the model nor the clothing could be fed into AI systems and this was interesting and fun workaround. ALY STUDIO did a great job of ironing out the final retouching details to create a smooth and professional finish on all pieces :)
Credits
Producer — Andrei Zach
PA — Alpha Barratt
Casting Director — Mireia Torra
Art Director — Monika Maslanek
Creative Project Manager — Myles Bevan
Photographer — Chaemus Macmillan
AI Artist — Tabitha Swanson
Lighting Assistants — Jakob Reimann, Marcus Fabian
Digital Operator — Alex Craddock
Stylist — Catalin Valean
Stylist Assistant — Ehsan Morshed Sefat
HMUA — Ischrak Nitschke
HMU Assistant — Anri Omori
Set Designer — Sandro De Mauro
Talent — Oli Cook, Nest Model Management; Viviane Hausstein, Anti Agency; Ebony Nnatu, Kult Models; Eden Burundi, Premier
Retouching — ALY STUDIO