NEWS
UKRAINIAN BRAND LAUNCHED FASHION CAMPAIGN POWERED BY ARTIFICIAL INTELLIGENCE DURING WARTIME
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o electricity, no internet, no water but still the largest, iconic footwear brand in Ukraine KACHOROVSKA uses Artificial Intelligence technology for its newest shoe campaign called “We Speak Shoes”. KACHOROVSKA begins a movement and will set an example for the fashion industry which will inspire the world with their creative bravery.
This new campaign is the first of its kind marrying fashion with Artificial Intelligence technology showing the world the KACHOROVSKA footwear brand is always “one step ahead”.
Alina Kachorovska, the brands creative director, has always looked to the future and continues to push boundaries delivering her customers new innovative styles and dramatic advertising campaigns multiple times a year.
The innovative campaign launched with four motion visuals and aims to set an example as a unique combination of creativity and technology as a new way to communicate to the fashion community. It will show its customers and the tech world the ever-changing art-forms a shoe takes to transform into reality.
“The idea of implementing digital art in the shoe campaign almost had fallen into our hands. At that time, there was a buzz in the global network about releasing various models of latent diffusion, a type of deep generative neural network for converting text into images” comments Vitaly Yermak, the campaign Art Designer The brand tested all the most popular types and their resources to adjust the algorithm for working in the videos. They had to go through the whole process forward and backward simultaneously. For each pair of shoes, was created a mood board and visual matching its fashion style and then used AI to interpret it into the text towards understanding the clues augmentation, allowing to go back and precisely generate the needed image style This process was repeated as many times as needed until the basis was no longer a mood board but an interpretation itself in the form of fractal reimagining.
“During this period, while the campaign was worked on the videos with the help of a neural network, has been created about 290186 unique variations of the “KACHOROVSKA” shoe styles. The AI did what would have taken a person forever in 3210784 seconds. I believe we are witnessing the birth of a new era in culture. I call it a neo-renaissance, where there is absolute neo/innovative creativity that creates pure beauty in its highest essence” states Alina Kachorovska. Last few decades, there has been an extensive growth of artificial social superstructures. As a result, creativity collided with dependence on marketing, commerce, taste unification, and all those globalization processes. It became overpowering. The interpretations were winning over newness, and creative bravery was giving into the audience’s
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