Generated birds become part of Stella McCartney’s feather-free SS25 fashion story. SEED supplied creature art direction and compositing into existing campaign photography.
The brief
Stella McCartney’s Save What You Love campaign brought birds into a feather-free fashion story. SEED’s contribution was a cast of generated creatures for the photographed campaign.
How it was made
Bird design, scale and placement were developed around the people, clothes and composition. All birds were created with AI; only the people were filmed in the studio. No live birds were used or harmed in making the imagery.
SEED’s part
SEED art-directed the generated birds and composited them with existing campaign photography. The original campaign photography was supplied to the production.
