AI Campaign for Lenskart K-POP Collection
INTRODUCTION
In our latest venture, the Lenskart studio delves deep into the vibrant world of K-POP. This exceptional eyewear line celebrates the essence of K-POP culture, the product uses premium acetate, bold shapes, and a distinct K-POP vibe in both eyewear and sunglasses.
THE CHALLENGE
Creating a global campaign for the K-POP Collection posed unique challenges. What defines the K-Pop aesthetic? Unlike other subcultures, defining the intricate aesthetic of K-POP required deep understanding of visual expressions which has close association to various bands, their stories and album art. The pivotal question arose: How could we encapsulate the spirit of K-POP in our campaign?
THE ROLE OF AI
After doing extensive research and understanding of the culture. We started identifying the smallest of the detailing that would make the collection authentic and represent a fantastical K-POP world.
Embracing the influence of AI on contemporary arts, we harnessed its power to amplify the visual allure of K-POP fashion. Opting for a fully AI-generated campaign, our team embarked on a journey to craft a virtual K-POP band, each member representing a unique persona. Leveraging AI, we meticulously designed characters, from styling and costumes to expressions and environments, ensuring authenticity and creativity were at the forefront of our campaign.
We started understanding the advantages and limitations of A.I at first to understand overall integration and implications of different methods like 3D, videos, photo manipulation, etc to do justice to the product experience, because that is ultimately what we are going to promote through this.
Drawing parallel to each character we did enormous amounts of prompt experimentation to get each character right from styling, costume, mood, expression, to the environment, lighting and consistency and then align the right eyewear with each of these personalities.
Once we were satisfied with the kind of output we were getting, we followed a linear process, created one character at a time, we standardised all the prompts and set of images as input to and covered all possible facial features, profiles, action, expression so that we do have enough in hand. A lot also happened in the post production over photoshop and blender to get the eyewear in the play and build consistency.
THE CHARACTERS
Lyla. She’s bold and fierce, big beyonce fan, she’s a vocal diva, a cat mom, an animal lover and a powerhouse! Hence the dazzling metallic outfit.
Valentine is an ultimate heartthrob. We had to ensure his character needed to bring that out. His look had to be effortless yet charming. He’s a style icon, we wanted him to look soft, enigmatic and mysterious.
For Dawn, we wanted a slightly futuristic and adventurous look. She’s got the moves, we wanted to bring out the innocence of this character along with some sass!
Jjang, the rapper was created keeping rock meets cyberpunk vibe! We gave him oversized metallic jackets to keep up with his swag.
For every character, we had to ensure the prompts were thought through. We wanted them to be a part of the same world in spite of having such different personalities. They had to look modern, opulent and delicious.
AI JOURNEY
Navigating the realm of AI was a learning experience for our team. With no prior training in AI technologies, we embraced the challenge. It got the entire team excited, everyday was a new learning curve for us. It was really important to give the right words to our imaginations to create the right prompts and inputs. Experimenting with various generative AI software, we discovered huge creative potential. However, It is very difficult to have a controlled output on A.I, you can not achieve the same result or consistency to pull off a whole campaign through A.I, in that case what really worked for us was the planning and linear process.
The art of AI is not just random prompts but a great blend of imagination and craftsmanship using different methods and so is our campaign.
THE VIDEO
Our ambition to create an AI-generated K-POP music video led us to explore different avenues. While initial attempts with AI text to video tools faced limitations, we found creative solutions. Employing stop motion techniques, we meticulously crafted each frame, infusing life into our characters.
Mixing it up with generative AI videos from runway.ai to add an extra kick.
THE TEAM
//Sourajit Sengupta //Ria Samvedi //Karanjit Narang //Harneet Singh //Kartik Arya // Siddhant Tiwari //Ananya Banerjee //Astha Gupta //Aneri Shah //Gagan Beri //Janhavi Gokhale //Sreya Simlai
// Love Lenskart
