Campaign Vision: Bougainvillea
The Bougainvillea campaign was designed to transport the viewer into an idyllic, Mediterranean-inspired world of classical beauty, relaxation, and escape.
- Visual Narrative: Aged whitewash architecture and sun-drenched landscapes create an immediate contrast to urban life.
- Chroma & Composition: Vibrant magenta bougainvillea serves as a dynamic focal point, creating a striking backdrop that illuminates ORTTU’s statement pieces—including the embellished black Diamond Jacket.
- Emotional Driver: Evoking a slower, epicurean lifestyle that invites the consumer to step into a higher expression of style.
Generative AI Production Workflow
Merging technical precision with hand-crafted design and creative oversight.
To achieve photorealistic, high-fashion imagery faithful to the real-life garments, I engineered a hybrid AI-and-traditional design workflow:
Spatial Mapping & Concepting: Created scene compositions, lighting grids, and model poses using Adobe Creative Suite.
Generative Asset Creation: Transformed preliminary mappings into realistic photos of model and scenes using GenAI.
Product Integation: Mapped ORTTU garments onto AI-generated models, maintaining precise fabric drape, texture, and silhouette integrity.
Retouching: Addressed generative anomalies (“hallucinations”). Because ORTTU’s tailoring is unconventional—such as the soft, un-folded collar of the Star Neck Shirt—prior to motion generation, I hand-corrected errors (produced by AI) using Photoshop.
Video Synthesis & Motion: Generated dynamic video footage from corrected images, edited the frames to tell the campaign story, and added the ORTTU logo.
Below are some of the social media assets created at the same time as the video.
