ARC´TERYX
ARC´TERYX
This project explores how a single technical product can be presented across a wide range of realistic environments using AI generated imagery. Instead of producing one fixed campaign shoot, the focus is on creating a flexible visual system that shows how one jacket can perform in very different outdoor scenarios.
Instead of relying on a location-bound, travel-heavy campaign shoot, the focus is on creating a flexible visual system that enables a much wider variety of scenarios to be produced in a significantly shorter time.
Client Profile:
Outdoor / technical apparel brand
Client Profile:
Outdoor / technical apparel brand
Category:
AI-driven product visualization
Category:
AI-driven product visualization
Deliverables:
Multi-environment product visuals
Deliverables:
Multi-environment product visuals
Timeline:
Flexible / on-demand production
Timeline:
Flexible / on-demand production
Fashion Campaign
Fashion Campaign
Functional Outdoor
Functional Outdoor
ARC´TERYX
This project explores how a single technical product can be presented across a wide range of realistic environments using AI generated imagery. Instead of producing one fixed campaign shoot, the focus is on creating a flexible visual system that shows how one jacket can perform in very different outdoor scenarios.
Fashion Campaign
Fashion Campaign
Functional Outdoor
Functional Outdoor
Client Profile:
Outdoor / technical apparel brand
Client Profile:
Outdoor / technical apparel brand
Category:
AI-driven product visualization
Category:
AI-driven product visualization
Deliverables:
Multi-environment product visuals
Deliverables:
Multi-environment product visuals
Timeline:
Flexible / on-demand production
Timeline:
Flexible / on-demand production
Process
Starting from one clean reference image of the Arc’teryx Beta AR Jacket, multiple scenes are generated to reflect the product’s real use cases, from cold and windy alpine conditions to calm, clear weather hiking situations and backcountry environments.
Starting from one clean reference image of the Arc’teryx Beta AR Jacket, multiple scenes are generated to reflect the product’s real use cases, from cold and windy alpine conditions to calm, clear weather hiking situations and backcountry environments.
Process
Starting from one clean reference image of the Arc’teryx Beta AR Jacket, multiple scenes are generated to reflect the product’s real use cases, from cold and windy alpine conditions to calm, clear weather hiking situations and backcountry environments.
Each scene is defined and curated by a designer first. Based on a rough visual idea or sketch of the setting and camera perspective, the AI then generates the final environment and lighting while keeping the jacket’s design, proportions and construction accurate. This allows the same product to be shown in very different contexts without changing the underlying garment reference.
Each scene is defined and curated by a designer first. Based on a rough visual idea or sketch of the setting and camera perspective, the AI then generates the final environment and lighting while keeping the jacket’s design, proportions and construction accurate. This allows the same product to be shown in very different contexts without changing the underlying garment reference.
Each scene is defined and curated by a designer first. Based on a rough visual idea or sketch of the setting and camera perspective, the AI then generates the final environment and lighting while keeping the jacket’s design, proportions and construction accurate. This allows the same product to be shown in very different contexts without changing the underlying garment reference.
The generated scenes focus on the jacket’s core characteristics such as weather protection, durability and freedom of movement. Variations include dynamic movement shots, static hero views, close-ups of functional areas like the hood, cuffs and zippers, as well as wider environmental shots that place the product in real outdoor situations. This makes it possible to build a complete and varied visual library from a single base asset.
The project demonstrates how AI can be used to create fast, scalable and context-driven outdoor product imagery. New locations, weather conditions, camera angles and compositions can be generated on demand, enabling brands to quickly adapt visuals for different campaigns, seasons and platforms without organising new shoots.
Before being used for any commercial purpose, all generated images are reviewed and refined by a designer to ensure visual consistency, realistic product representation and alignment with brand and presentation standards.
This project is a personal, non-commercial concept and was not created in collaboration with Arc’teryx. The brand and product were used purely as a visual reference to demonstrate the possibilities of AI-supported outdoor product photography.
The generated scenes focus on the jacket’s core characteristics such as weather protection, durability and freedom of movement. Variations include dynamic movement shots, static hero views, close-ups of functional areas like the hood, cuffs and zippers, as well as wider environmental shots that place the product in real outdoor situations. This makes it possible to build a complete and varied visual library from a single base asset.
The project demonstrates how AI can be used to create fast, scalable and context-driven outdoor product imagery. New locations, weather conditions, camera angles and compositions can be generated on demand, enabling brands to quickly adapt visuals for different campaigns, seasons and platforms without organising new shoots.
The project demonstrates how AI can be used to create fast, scalable and context-driven outdoor product imagery. New locations, weather conditions, camera angles and compositions can be generated on demand, enabling brands to quickly adapt visuals for different campaigns, seasons and platforms without organising new shoots.
The generated scenes focus on the jacket’s core characteristics such as weather protection, durability and freedom of movement. Variations include dynamic movement shots, static hero views, close-ups of functional areas like the hood, cuffs and zippers, as well as wider environmental shots that place the product in real outdoor situations. This makes it possible to build a complete and varied visual library from a single base asset.
