Directing an AI fashion campaign for a heritage streetwear drop.
ṢUMŪD Collection — a premium tee built around Omar Al-Mukhtar. I produced the full paid-social campaign with generative tools: art direction, shot design, product-accurate generation, edit, grade, type, and sound.
Brief
Sell a culturally rooted hero piece without it reading as merch. The back graphic — Arabic calligraphy over a horseman illustration — is the entire hook, so the ad had to protect that artwork pixel-for-pixel while still feeling like an editorial fashion film, not an AI demo.
The spot
How it was made
Every shot starts as a reference-locked keyframe: the real product flats condition an image model that preserves print, type, and placement, and each frame is QC’d against the originals before it moves on. The opening pull-back is keyframe-interpolated between a macro crop and the approved hero frame, so the reveal physically cannot hallucinate the garment. Assembly, film grade, typography, and the sound bed were finished in a conventional edit pipeline — the generative layer only ever touches footage, never the product.
Campaign stills
Scope
Creative direction, prompt-level shot design, product-fidelity QC, edit, color, type system (Didot wordmark, tracked grotesque copy), and sound design. Delivered as a captioned master, a clean master for copy testing, an alternate hook, and a stills package — one afternoon, end to end.