SPORTY & RICH
I created an AI campaign for Sporty & Rich's brand activation in Dubai: one art direction, a full photoshoot without a shoot.
The brief. A memory, not an ad.
The need
AI assets for the summer 26 campaign, for the marketing team's brand activation in Dubai.
The tone
A campaign that feels lived-in, not produced. Not advertising, but a memory: moments from a lifestyle most people only imagine.
How I worked, from brief to campaign.
Its codes, its references and the summer 26 mood.
One world for the photoshoot: Club House Diaries, its cast, light and wardrobe.
Stills and a 16:9 film, consistent from frame to frame.
Ready for the activation: visuals and a 16:9 film.
The concept: Club House Diaries.
The world
Slow afternoons. Clay courts at golden hour, golf carts crossing wet fairways, a gloved hand on a putter, a wooden racket leaning on the net after the last set.
The details
A navy crewneck that looks years old. A vintage racket worth more than a new one. An effortless posture, with nowhere to be. Belonging, never announced.
The campaign doesn't sell a product. It sells the feeling of already being there.
The photoshoot, nine frames, one memory.
One art direction for the whole campaign: every frame shares the same light, palette, wardrobe and attitude, so the series reads as one memory.
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