Sloggi

Sloggi

Sloggi × STAN: Reimagining Fashion Production with AI

Some stories take time to unfold. Our journey with Sloggi is one of those—built on shared curiosity, creative risk, and a vision that keeps evolving.
We’ve been proud creative partners for a while now, and one of our most forward-thinking productions—originally shot over 18 months ago—is finally live. A global campaign born out of real-time AI innovation, creative experimentation, and trust.
Back then, we explored a new kind of fashion production: On set, backgrounds were generated via live prompting. Visual worlds were built in real time. Our AI artist, Hugo Barbera, added an entirely new visual layer—manipulating space and perspective to give each image a surreal, cinematic edge. A true pioneer moment.
But the tech wasn’t the only thing that mattered. In an industry obsessed with avatars and synthetic perfection, we worked with real models—and we’re proud of that choice. Real faces. Real emotion. True diversity. Because while tools evolve, relevance still comes from human presence.
The campaign is now live worldwide: From Paris window takeovers to in-store POS, digital banners, OOH, and social media. This isn’t just about a product—it’s about creative evolution at every touchpoint. And the story isn’t over. There’s more to come. Chapter Two is already in the works. Going worldwide. And going forward.