Lacoste
This fictional campaign is a personal exploration of Lacoste’s DNA, developed through an approach entirely generated and directed by artificial intelligence.
The aim was to create a coherent visual narrative linking the brand’s two fundamental pillars: nature — embodied by the crocodile — and play — represented here by tennis.
From this concept emerged the tagline: “Born from Nature. Designed for Play.”
The project takes two complementary forms:
• A TV commercial
Designed as a minimalist and controlled sequence, the clip depicts a symbolic interaction between a crocodile and a tennis player. The visual treatment is based on a refined aesthetic, precise movements and silent storytelling, where every element is designed to reinforce the link between animal instinct and sporting activity.
• A series of advertising posters
The visuals extend this concept by capturing key moments from the film. The focus is on composition, visual tension and the clarity of the message. Each image seeks to strike a balance between realism and abstraction, whilst adhering to the brand’s premium codes.
From a technical perspective, this project forms part of an enhanced artistic direction approach:
concept development, creation of advanced prompts, control of compositions, consistency in lighting, materials and proportions, as well as supervision of image and video rendering.
This campaign is not an official commission, but a creative project aimed at exploring the possibilities offered by AI in brand universe design, whilst maintaining the same high standards as a traditional advertising production. Credits : Music by Adrián Berenguer