PREDUBEZHDAI × AI

A speculative winter piece for PREDUBEZHDAI, a Russian brand built on cultural references and nostalgia. The concept rests on a proverb every Russian speaker grew up with: if you like to ride, you have to pull the sled. One verb is replaced. Pulling becomes greasing, and the product walks straight into the saying.

Concept, art direction, prompt engineering and generation, all mine.