Location
Germany, Cologne
Industry
Fashion & Lifestyle
Services
Strategy & Consulting
Creative & Content
Media & Data
Overview
For EMILY & NOAH’s summer shoot, a smart new approach was developed to create Mediterranean-inspired visuals without the need for extensive travel. By using AI‑generated backgrounds, an innovative blend of real models and virtual environments was created, capturing a sense of southern light, urban ease, and creative diversity. The result is a flexible and sustainable visual production that keeps the focus on the bags while expressing the brand’s spirit of joy, individuality, and modernity in a contemporary way.
Challenges
The balancing act between aspiration and reality
When planning our summer shoot for EMILY & NOAH, we faced a familiar yet growing challenge: how do we capture the feeling of sunshine, lightness, and southern flair without the effort and expense of traveling abroad? Until now, most of our shootings took place in Cologne. But for this collection, that simply wasn’t enough. We envisioned Mediterranean colors, warm southern light, and that effortless vacation vibe – ideally from Lisbon or Barcelona.
But the reality was different: the organizational effort, travel costs, team logistics, and resource consumption made an international production hard to justify. At the same time, a standard studio setup felt too static – our visual ambition had outgrown its limits.
We needed a new, smart solution that combined creative freedom with efficiency and sustainability.
The decision was made to primarily target audiences less concerned with discussions about family law or gender equality, particularly male Serie A fans. It was crucial to appeal to this audience on an emotional level and raise awareness through the right channels. In addition, we had to convey the importance of this social issue in a comprehensible and effective way to stimulate discussion and support at the national level.
The task required a creative solution that was able to overcome traditional communication barriers, harness the power of football to highlight a change in Italian laws and cultural practices, and align with AC Milan's ongoing commitment to social causes.
Solution
Colorful imagery – powered by AI
A brand as full of personality as EMILY & NOAH deserves visuals that are just as diverse. To bring this idea to life, we took a unique approach for our social media shoot: we staged it using AI-generated backgrounds – stepping into bold, new creative territory. What might look like a classic photo shoot at first glance is actually an innovative mix of real models and virtual environments.
So why is that so cool? Simple: with AI-generated settings, we can showcase the bags in a wide variety of surroundings – without ever having to change locations. It saves time and resources while unlocking entirely new creative possibilities.
EMILY & NOAH stands for joy, color, and the courage to be individual. Our visual concept reflects exactly that. Thanks to the AI environments, we created vibrant, playful, and dynamic scenes that match the designs of EMILY & NOAH perfectly. The mix of real people and digitally created spaces creates an exciting contrast – turning each image into a small piece of art.
At the same time, the focus remains clearly on the bags – the AI enhances the scene but never steals the spotlight. The result: fresh, modern visuals that spark curiosity, surprise, and inspiration.
And the best part? We can adapt and evolve our visuals with total flexibility – no expensive travel productions required.
For us, this project marks a step into the future of photo and video production – sustainable, creative, and full of possibility. And for the community? A new, exciting perspective on EMILY & NOAH.
Looking for targeted AI solutions? We’ll show you how AI can drive your business forward – clearly, effectively, and successfully.
Provided services
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"With Serviceplan TACSY, we have an agency at our side that not only delivers, but truly understands. From the very first shoot, the results were on point – fast, creative, and tailored precisely to our two brands. What's particularly impressive is that Serviceplan TACSY picks up on even the smallest ideas and implements them without us having to explain them at length. Communication is straightforward, professional, and always on an equal footing. For us, that's real partnership – efficient, flexible, and full of drive. A real highlight was our first joint AI production: instead of traveling around the world, we were able to create images on site that look as if they were taken at our desired locations. Serviceplan TACSY has managed to combine photography and AI in such a way that a credible, visually powerful fusion has been created. And that was just the beginning – we are continuing to develop the topic together and see enormous potential here.“
Head of Marketing
Meier Logistik GmbH
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