For the Fall/Winter collection, MARC CAIN opted for artificial intelligence. And for the first time, the campaign has been nearly entirely created with computer-generated technology to underscore the company’s commitment to the integration of new technologies in the fashion world. The campaign was realized by SEREGEL c/o AVENGER TEAM.
The idea behind the image campaign was to integrate the models in a number of colorful flower fields in harmony with the prints and colors. Using a text-to-image program, the scenes were transformed into photorealistic images by the AI. All elements seen in the images – from flower fields to models – are computer-generated. Only the clothing used is real Marc Cain fashion with outfits photographed in the studio.
The campaign embraces the ‘Blend Boundaries’ collection ethos : Everything is fused, obscured – seamlessly blending into one another, until the boundaries between virtuality and reality are blurred or completely redrawn.
Christian Hoppe, aka SEREGEL PHOTOGRAPHY, worked as hair & makeup artist for 15 years before switching to fashion photography. Since that time, he has been busy realizing global campaigns, commuting betweeen Berlin and Sweden.
AVENGER TEAM represents KREATIV-INSTINKT, a production company from southern Germany specialized in corporate design, film production and photography. Their main focus is on producing image films in the area of corporate, sport, tourism and architecture, as well as on lifestyle, fashion, travel, and sport photography alongside the creation of corporate design with the areas of web design, graphic design and print.
Christian and Merlin, two passionate cinematographers, share a journey that began at university in the vibrant heart of Germany’s Ruhr region. Receiving a scholarship from the Media Founder Center of North Rhine-Westphalia was a pivotal moment, marking the birth of UBERMOOD. They are dedicated to pushing boundaries, telling compelling stories through the lens, and bringing our clients’ visions to life.
“As the co-founders of UBERMOOD, we proudly lead the charge as the new generation of filmmakers. Specializing in commercials, image films, and branded content, we bring a fresh perspective and innovative approach to every project. At UBERMOOD, we believe in simplicity, efficiency, and transparency. We stay at the forefront of industry trends, ensuring that our clients receive cutting-edge solutions that captivate audiences. Our commitment to excellence extends across the entire image pipeline, allowing you to relax and focus on what matters most while we handle the creative process.
Whether you’re looking for camera work with expert lighting design, seamless post-production, or comprehensive production services, UBERMOOD is your dedicated partner. We provide the flexibility for you to choose the level of involvement that suits your needs. Our projects are meticulously crafted to meet the unique needs and goals of our clients. Whether we’re telling a story in a fast-paced format or capturing a slow and emotional mood, our work is always tailored to resonate with your audience.” UBERMOOD.
