AI Summer Campaign for Streetwear Brand GOE
Role: AI Art Direction, Prompt Engineering, Visual Strategy
For GOE's new drop I built an entire campaign in AI, made for Instagram and Meta ads, and introduced the new face of GOE: a guy I created completely from scratch. The idea came from a very Dutch instinct: the sea is freezing, but you jump in anyway. That stubborn, half-mad optimism is exactly what GOE is about, so I wanted to show the kind of spring we all pretend is warm enough already.
Model generation
I built the new model from scratch, starting with his face, then his full body and poses, then dropping him into the campaign and fitting the new print on him until everything looked exactly as I had it in mind. He's wearing "Cooler than the North Sea," and if you've ever actually swum in it, you know that's saying a lot. For the setting I leaned on a real, raw coastline 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 someone grabbed a phone on the beach and caught the moment. No team, no budget, just the GOE vibes and a cold sea nobody in their right mind should swim in.
