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ABOUT THE PROJECT
This campaign brings the iconic FILA tennis heritage to an unexpected setting — the beach. Models will pose with tennis rackets on a makeshift tennis court set against the backdrop of the sea, merging the energy of the sport with the relaxed, sun-soaked atmosphere of coastal life.
The objective was to merge FILA’s tennis heritage with a coastal lifestyle setting — bringing performance and leisure into a single visual narrative.
I developed the entire campaign concept, visual direction, and execution.
All models, environments, and compositions were generated using AI.
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CHALLENGES
The project included: - Concept development & campaign narrative - Art direction & visual identity system - AI-generated talent (diverse casting per brief) - AI-generated environments - Composition design (wide environmental shots + detail-focused close-ups) - Multi-format outputs (9:16 and 16:9)
Ensuring the campaign did not feel synthetic — but editorial, intentional, and commercially viable.
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SUMMARY
The result is a cohesive AI-driven static campaign that merges sport heritage with coastal lifestyle in a distinctive and modern way.
By developing both the campaign concept and the AI-generated talent, the project demonstrates how artificial intelligence can be used not just as a tool, but as a fully integrated creative production pipeline.
Created at Blo Studio.
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