AI Campaign / Content
Aether
Aether
About
An AI-driven content campaign for a luxury fragrance brand launching their first digital-native product line. We combined generative AI with art direction to create a campaign that feels both futuristic and deeply human.
Client
Aether Fragrances
Date
February — May 2024
Services
AI Campaign / Content
Project Gallery
Aether campaign hero
Campaign hero visual generated with AI
Aether scent visualiser
Interactive scent visualiser
Aether microsite
Scroll-driven microsite experience
Our Approach
- 01Developed a custom AI art direction pipeline that generated 500+ unique visual assets from a trained model on the brand's existing lookbook.
- 02Wrote and produced a generative copywriting system that maintained the brand's poetic voice across 12 campaign touchpoints.
- 03Designed a interactive 'scent visualiser' that translates fragrance notes into abstract motion graphics using real-time audio-reactive techniques.
- 04Created a microsite with scroll-driven narrative that reveals the AI collaboration process, building transparency and trust around the use of AI.
Challenges
- ✕The AI-generated visuals required extensive human curation — only about 1 in 20 generations met the brand's quality bar. We had to build a rapid review workflow.
- ✕Ensuring the AI copy didn't sound generic meant training a fine-tuned model on the brand's proprietary lexicon and rejecting hundreds of outputs.
- ✕The client was initially nervous about being transparent about AI use in the campaign. We had to build a convincing argument that transparency was a competitive advantage.
Client Feedback
“We were sceptical about using AI in a luxury campaign. The team proved that when done with intention, AI doesn't diminish craft — it amplifies it.”