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.
- العلامة التجارية
- Elie Saab
- الوكالة
- The Refreshment Club
- السوق
- الهند، لبنان، فرنسا
- المنطقة
- عالمي
- السنة
- 2025
التحدي
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.
الفكرة
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.
النتائج
- Featured by Vogue India, according to Campaign Middle East.
مصدر دراسة الحالة: Campaign Middle East المصدر ↖
فريق العمل
- المخرجون
- Mauricio Sierra
- المخرجون
- Onur Kece
- AI Strategist
- Onur Kece
- Art Direction
- Michelle Van Eyssen
- Stylist
- Alix Petit
- Account
- Hélène Devred
