BIG STAR, the well-known clothing brand, has just launched a new campaign promoting its spring/summer 2024 collection, titled "THINK BIG." For this edition, the brand has opted for an innovative approach, combining traditional photographic techniques with artificial intelligence (AI). The collection is aimed at fans of urban streetwear, with the AI-based portion handled by the SUPERMASSIVE agency, and the concept and production by Warsaw Creatives. The photographer behind the images is the acclaimed Zuza Krajewska. This is the first BIG STAR campaign to use artificial intelligence tools.
BIGSTAR launches campaign using artificial intelligence
In this campaign, we can see oversized models of clothing and sneakers traversing urban landscapes that evoke American metropolises. Thanks to the innovative combination of traditional photography with backgrounds created using generative visual art, a form has emerged that places the models in a generated world in a particularly striking way, drawing attention and building a unique atmosphere.
BIGSTAR launches campaign using artificial intelligence – behind the scenes
Michał Kisielewski, Chief Creative Officer at SUPERMASSIVE, commenting on the campaign, noted:
"Although AI tools already offer enormous possibilities for creating projects based entirely on artificial intelligence, we also engage with great excitement in those where we combine it with traditional techniques such as film or photography. This is a great example that using AI tools is about 'augmented human creativity' — optimized solutions that are now possible, but built on the talent and imagination that people have always had within them."
Sandra Orłow, Producer and Production Manager at Warsaw Creatives, adds:
"Innovation and a constant search for fresh visual solutions that we can offer our clients are in the DNA of Warsaw Creatives. We also observe the development of AI tools with great interest and are among the first in Poland to collaborate with creators who can offer both the understanding of the brand and brief that is key to our industry, as well as the high artistic quality of the solutions they provide."
The campaign will be presented on OOH (Out-of-Home) media and on social media. Introducing elements of artificial intelligence into traditional photographic techniques represents a step forward in the field of advertising creativity, opening new possibilities of expression for brands and advertising agencies.
