AI Spring Campaign for Streetwear Brand GOE
Role: AI Art Direction, Prompt Engineering, Visual Strategy
For GOE's new summer drop, I built an entire campaign in AI, made for Instagram and Meta ads. The idea came from a very Dutch moment: the Netherlands got a few days of real summer heat in May, and people immediately dragged out an inflatable pool and called it summer. That stubborn optimism is exactly what GOE is about, so I wanted to show, in a fun way, the Dutch summer we can all have right in our own garden.
Model generation
I created my own model from scratch, starting with her face, then her full body and poses, then fitting the new-season prints on her until everything looked exactly as I had it in mind. For the setting, I used a real photo of a typical Dutch garden as the background, so the whole scene feels grounded and believable rather than staged.
Campaign generation
Working as Art Director, I shaped the concept and visual direction and generated and curated every image to keep the campaign consistent and on brand. I kept the style true to GOE: real, raw and unfiltered, like it was shot on someone's phone in their backyard.
Moodboard
I started with the moodboard, finding the right garden, the right pool, and the right references before writing a single prompt. For me the images that actually work are the ones where the idea is already sharp before generation begins, so the story, styling and light all came together from that clear starting point.
