Cirkel Supply - Winter Campaign
Working closely with Swiss-based Cirkel Supply and London-based creative agency Leagas Delaney, we were commissioned to create an AI-generated brand campaign for the premium skiwear rental service. The project began with the creation of three unique AI models, followed by campaign imagery set in alpine environments and cinematic video sequences for digital and social media. Below, we take you through the creative process, from casting and styling to AI image generation, post-production and film.
The campaign set out to position Cirkel Supply as a premium skiwear rental brand where fashion, convenience and smart value come together. With a bold, confident and contemporary visual approach, the ambition was to make renting high-quality skiwear feel as desirable and natural as owning it. The focus was on creating an aspirational alpine world that celebrates personal style, freedom and the joy of being in the mountains.
Campaign Overview
Step 1 : Casting
Cirkel Supply and Leagas Delaney developed a detailed casting brief defining three distinct characters, each representing a key target audience: Maya, the Contemporary Fashionista; Maddison, the Urban Weekender; and Daniel, the High Performance Professional.
Our task was to bring these characters to life through AI-generated casting, creating a range of realistic model options based on their individual profiles. The aim was to capture a natural, healthy and sophisticated look, with each character having their own identity while still feeling part of the same visual world.
After reviewing around 30 AI-generated casting options, Cirkel Supply selected their three final models: Maya, Maddison and Daniel. Each with a distinct personality and look, together forming the cast for the campaign.
Step 2 : Fitting
Cirkel Supply provided detailed clothing references from their rental collection, defining the outfits for each of the three models. To complete their looks, additional accessories and ski equipment were selected, including skis, boots, helmets and eyewear. Together, these references formed the foundation for creating authentic, fully styled characters in the next stage of the AI production.
After reviewing around 30 AI-generated casting options, Cirkel Supply selected their three final models: Maya, Maddison and Daniel. Each with a distinct personality and look, together forming the cast for the campaign.
Steg 3 : Location
Vi tog fram moodboards för två olika riktningar: ”Vid havet” och ”Vid huset”.
Briefen fokuserade på naturnära miljöer, som hav, klippor och strand, i kombination med avskalade inomhusmiljöer – hem, studio och arkitektur med mycket ljus och materialkänsla.
Steg 4 : AI-generering
Utifrån detta genererade vi över 300 st bilder från båda locations. Tillsammans med en AD gjorde vi ett urval på 100 st bilder.
Briefen för bilderna var: avslappnat, självsäkert, varmt och feminint. Elegant men inte uppklätt. Mjukt men tydligt. En känsla av närvaro och naturlighet – inget stelt eller överproducerat.
Steg 5 : Presentation för kund
Kunden fick själv gå igenom dessa 100 bilder och valde sedan ut 18st att arbeta vidare med.
Tillsammans med kunden gjorde vi marks-ups på saker som behövde retuscheras.
Steg 6 : Enhance och postproduktion
Före
Efter
Efter kundens feedback retuscherades bilderna för att få ett mer fotorealistiskt uttryck. Vi justerade även klädernas passform och förlängde bildytan för att anpassa materialet till olika format och användningsområden.
Slutresultatet -Stillbilder
