Early October, G-Star launched “Own the ARC” with Charlotte de Witte. The Belgian DJ climbs the Arc de Triomphe and makes it her stage. A beautiful fashion film, hailed as such.
Three days later, in a podcast, the Longstoryshort agency shared behind the scenes: no filming in Paris, no crew. The film was almost entirely generated by AI, from two photos of the artist. Next to it, photographer Marie Wynants signed a black-and-white, analogue, very raw series.
What inspires me here, is not the technical prowess. It’s the regained freedom. Closing the Arc de Triomphe for a jeans brand, no budget could allow it. AI was not used to do it cheaper. It was used to do what was impossible.
And that’s the second lesson: the real for emotion, the generated for spectacle. The hybrid is no longer a compromise; it is an artistic direction. The brand chooses what it shoots and what it generates, then what it tells. As Joris Kuijpers says, the boundary between designing and producing an advertisement is blurring
The question to ask before the next brief: what is the scene you have never dared to write because it was impossible? It might be the one you need to brief now.
👉 Adformatie — G-Star lets Charlotte de Witte storm the Arc de Triomphe (but with AI)
👉 Fonk — Charlotte de Witte gives the iconic G-STAR ARC a new face
#AI #Advertising #Creation #Fashion #GStar #CharlotteDeWitte #Marketing #BrandStrategy