The Dress That Didn't Exist.
For Elie Saab's bridal launch in India, The Refreshment Club rebuilt a Rani Pink gown with AI, so the campaign film could be made before the dress itself was ready.
- Brand
- Elie Saab
- Agency
- The Refreshment Club
- Market
- India, Lebanon, France
- Region
- Global
- Year
- 2025
The challenge
Elie Saab wanted its arrival in India to land as a serious bridal label, but the gown at the centre of the launch would only be ready the day before, leaving no time for a conventional shoot.
The idea
The agency trained AI on a showroom piece in Paris and on bead references and colour palettes from Elie Saab's collection office in Beirut, then rebuilt the gown digitally, down to its more than 100,000 beads. It also art-directed the casting, styling and locations. The film premiered on Elie Saab's own channels, anchored the launch event and ran for a month in India, Lebanon and France.
Results
- Featured by Vogue India, according to Campaign Middle East.
Case study source: Campaign Middle East Source ↗
Credits
- Directors
- Mauricio Sierra
- Directors
- Onur Kece
- AI Strategist
- Onur Kece
- Art Direction
- Michelle Van Eyssen
- Stylist
- Alix Petit
- Account
- Hélène Devred
