01
case
JACQUEMUS ×
LE BONHEUR
SPECULATIVE AI CAMPAIGN · CONCEPT, ART DIRECTION, EXECUTION
A concept campaign for the Le Bonheur collection release. The goal was to build a visual world where the collection reads as an extension of the Jacquemus universe (sun, sea, the South of France, light irony), created entirely with AI.
The direction is built on film-camera logic: overexposed light, off-hand angles, frames that look grabbed on a phone mid-moment. Beach, lemons, the striped awning, the brand’s signature codes rebuilt into new scenes.
Concept, art direction, prompt engineering, generation and final assembly, all mine.