For Boss' annual Members Week, the loyalty event where the brand rewards its most engaged customers, I helped concept and creatively direct an in-store AI experience that placed members inside their own personalised fashion campaign. Customers walked up to a kiosk, chose a look, and walked away with a cinematic video of themselves wearing Boss in Santorini, mirroring the brand's own Members Week shoot.

For Boss' annual Members Week, the loyalty event where the brand rewards its most engaged customers, I helped concept and creatively direct an in-store AI experience that placed members inside their own personalised fashion campaign. Customers walked up to a kiosk, chose a look, and walked away with a cinematic video of themselves wearing Boss in Santorini, mirroring the brand's own Members Week shoot.

Boss' loyalty team came to us with a clear ambition. Members Week is the brand's biggest gesture of thanks to its loyalty community, and they wanted a piece of in-store innovation that would elevate the moment. Something that created buzz, made members feel rewarded, and reinforced Boss' positioning as a forward-looking luxury brand.
The brief wasn't to make a flashy tech demo. It was to make members feel like they belonged inside the campaign itself.

Boss' loyalty team came to us with a clear ambition. Members Week is the brand's biggest gesture of thanks to its loyalty community, and they wanted a piece of in-store innovation that would elevate the moment. Something that created buzz, made members feel rewarded, and reinforced Boss' positioning as a forward-looking luxury brand.
The brief wasn't to make a flashy tech demo. It was to make members feel like they belonged inside the campaign itself.

I refined an early creative team concept through hands-on R&D in Midjourney, building out the visual language of what an AI-generated Boss campaign could feel like. That work gave us the confidence to sell the idea in to Boss and win the business, not on slides, but on real generated imagery that proved the concept could hold up to luxury brand scrutiny.

I refined an early creative team concept through hands-on R&D in Midjourney, building out the visual language of what an AI-generated Boss campaign could feel like. That work gave us the confidence to sell the idea in to Boss and win the business, not on slides, but on real generated imagery that proved the concept could hold up to luxury brand scrutiny.

Members approached the kiosk, accepted terms, chose their gender, picked a Boss look, took a photo of themselves, and watched the experience unfold over the next minute and a half.
The first result placed them in the Boss store wearing their selected outfit. The second moved them to Santorini, the same Greek backdrop as Boss' actual Members Week campaign shoot. The final reveal was a five second video of them walking towards the camera, fully integrated into the campaign world. Members kept the video and a shareable link to take with them.

Members approached the kiosk, accepted terms, chose their gender, picked a Boss look, took a photo of themselves, and watched the experience unfold over the next minute and a half.
The first result placed them in the Boss store wearing their selected outfit. The second moved them to Santorini, the same Greek backdrop as Boss' actual Members Week campaign shoot. The final reveal was a five second video of them walking towards the camera, fully integrated into the campaign world. Members kept the video and a shareable link to take with them.

The hardest part of the project wasn't the technology. It was holding the AI output to a luxury brand standard. Across models from Google and OpenAI, I directed the quality of every visual layer: how the clothes draped and moved, the integrity of faces and limbs, the lighting that placed the character convincingly inside the scene rather than in front of a backdrop, and the variations of the Santorini setting itself. We worked through constant review and iteration with the client to close the gap between raw AI output and what Boss would put their name on.

The hardest part of the project wasn't the technology. It was holding the AI output to a luxury brand standard. Across models from Google and OpenAI, I directed the quality of every visual layer: how the clothes draped and moved, the integrity of faces and limbs, the lighting that placed the character convincingly inside the scene rather than in front of a backdrop, and the variations of the Santorini setting itself. We worked through constant review and iteration with the client to close the gap between raw AI output and what Boss would put their name on.

The retail experience launched in Boss flagship stores in London, Paris and Düsseldorf, with a mobile companion experience translated across 19 European markets. The UI had to accommodate multilingual rollout, multiple loyalty entry points, and consistent brand expression across very different store contexts. I directed the design of every screen state and the overall experience design, working closely with our digital designer on layout, branding and interaction decisions, and with our development team on refining prompt outputs.

The retail experience launched in Boss flagship stores in London, Paris and Düsseldorf, with a mobile companion experience translated across 19 European markets. The UI had to accommodate multilingual rollout, multiple loyalty entry points, and consistent brand expression across very different store contexts. I directed the design of every screen state and the overall experience design, working closely with our digital designer on layout, branding and interaction decisions, and with our development team on refining prompt outputs.

Concept · Creative Direction · AI Direction · UI/UX Direction

Concept · Creative Direction · AI Direction · UI/UX Direction