NOT ANOTHER AGENCY.Let’s talk
wild & co.A creative state of mind.
Creative studio.NOT ANOTHER AGENCY
← All projectswild & co. / Portfolio

TOVEIndependent AI campaign

An AI model with real skin

Real skin. Real light.

TOVE is an activewear label for people who move between yoga class, office and street. The brand is invented. Its face is an AI model who deliberately doesn't look smooth and glossy, but like someone you might pass on your way to class.

  • AI model
  • AI campaign
  • Branding

Invented brand, made with AI. Concept, branding and art direction by wild & co.

Close-up of an AI model with a headband and wired earphones, title Yoga AI campaign

The brand · TOVE

Move as you are.

TOVE is an invented activewear label in chalk, concrete and matcha, made for days between mat and street. The wordmark is clear and strong, the symbol an arc like a headband.

  • Chalk#E9E5DF
  • Concrete#8E9296
  • Heather#C9C4BD
  • Matcha#9FB27A
  • Ink#161413

TOVE · campaign 01

Glow, routine, still

An AI model with character. Glow, Routine, Still: three everyday moments in TOVE, between the street, the café and a window seat. The matcha is always there, and so are the wired earphones. Small things like these make an image believable. The comparison in the campaign shows what typical AI images look like and what the same tools can do with a different approach.

  • AI model with a yoga mat, phone and two iced matchas on the pavement, title Glow
  • Two iced matchas in a cup carrier held by the AI model, title Routine
  • AI model in a yellow top sitting by a window with a matcha, title Still

Typical AI vs. real skin

The campaign posts

  1. Comparison between smooth, typical AI images and this campaign's AI images with natural skin
  2. Excerpt of the prompt with highlighted notes on skin, pores and light

Our five rules for real-looking AI imagery

One prompt is never enough. Every image gets its own light and its own details, and we follow five rules:

The campaign's five rules as a list
  1. Never smooth the skinpores, freckles and baby hairs stay.
  2. One model in every framesame face, same headband, one story.
  3. Real light, real placesdaylight, windows and city streets.
  4. Props that feel lived inwired earbuds and an iced matcha.
  5. Imperfect on purposeslightly off framing feels human.
Brand
TOVE, fictional activewear label
Model
one AI model, one face
Moments
Glow, Routine, Still
Skin
never smoothed

When your own AI model pays off

Your own AI model pays off when your brand needs new images regularly and one face should be recognised, for activewear, skincare or wellness for example. The model becomes part of your visual language and works in the feed, in stories and in campaigns. We define face, hair and features and check every new image against them.

AI imagery & AI video for your brand Guide: creating an AI model Guide: AI images for business

Your brand next?

Your product. Your world. No shoot.

You have a product, an idea or just one sentence? We build the brand and the visual world around it, with AI and with taste.

Plan your AI campaign