In a new style

We created Estonia’s first campaign, involving the use of artificial intelligence.

Collaborating with AI required experimentation and flexibility from the entire team, as AI’s creations are often marked by unpredictability and randomness.

We treated AI as a member of the team – it neither replaced nor took over anyone’s work but instead added its own layer to the creative process. As a result, the campaign visuals merge fashion photography with the fantasy world of AI.