Sacoor
AW COLLECTION | REDIRECTIONS
“Redirections” is the concept behind the brand’s AW campaign, setting the tone for a season driven by intention, choice, and self-direction. An invitation to move forward with conviction, even in uncertain times. Embracing one’s own direction is an act of authenticity - the true luxury - and the essence of The Luxury of Being You.
In this project, I used AI (Midjourney) as a creative tool to generate characters that were then integrated (Photoshop) into the original session:
Original shoot image
Generated images
Final work
Visually, the protagonist embodies this sense of certainty: walks forward with determination, looking ahead, fully aware of his destination, wearing the Sacoor collection. Around him, the motion-blurred figures created through long exposure symbolize those who are still searching for meaning.
Original shoot image
Generated images
Final work
Original shoot image
Generated images
Final work
Creative process (AI assisted):
*In these 2 last concepts, I photographed a piece of white ripped paper using my phone and composited it in Photoshop together with AI-generated images, creating this visual effect. This was intended to communicate the concept to the client, not as a final execution.